After a highly successful launch in Melbourne in September, MediaCom & Cloudy Bay in partnership with Parlour Gigs welcomed young Sydney-siders into the luxurious world of Secret Sessions; exclusive, premium and intimate live music events featuring Australia’s best up and coming talent playing in beautiful and natural settings.

Hosted in an exclusive location in Elizabeth Bay, guests were greeted with Cloudy Bay Sauvignon Blanc and freshly shucked oysters before they were treated to a luxe outdoor picnic to relax and indulge in the sweet sounds of Woodes. The artist performed an intimate set preluding each song with personal stories of their meaning creating much more than just music for her audience. This became a rare and inside experience against the stunning and iconic backdrop of Sydney Harbour.

Challenged with reinvigorating Cloudy Bay to reposition their brand with younger generations, MediaCom’s content division, MediaCom Beyond Advertising (MBA) created a second live music session in Sydney headlined by Woodes, a talented singer, producer and songwriter on the rise. A dreamy and alluring film captured the Sydney based event showing an audience deeply captivated by an artist all the while enjoying Cloudy Bay and creating moments to be savoured and remembered.

Iconic New Zealand wine brand Cloudy Bay, is the first brand to partner with Parlour Gigs, an emerging and innovative online platform that brings music to Aussie homes by connecting people directly with local musicians.

Michelle Lush, brand manager Australia, Cloudy Bay said, “Cloudy Bay partnered with Parlour Gigs to create unique events where consumers could enjoy Cloudy Bay wines while listening to up and coming musicians in beautiful natural settings. To grow brand awareness and expand reach beyond the events, the essence of Cloudy Bay Secret Sessions was captured on film so it could be shared via social media. We had such great success in Melbourne that it was only fair to bring the excitement to Sydney.”

Nina Nguyen, head of MediaCom Beyond Advertising, Sydney added “MediaCom and MBA provided Cloudy Bay with a content strategy to take their brand in a new direction by using social media. Using music as a passion point to communicate to our younger consumers it enabled us to drive relevance of the brand to have them part of the conversation.

Without the amazing talent of Woodes, we wouldn’t have had such an exclusive gig for consumers to attend. It just shows, when a company with a great product is able to partner with a platform that has a dedicated audience, we can ensure that the content we make is worth both watching and attending.”

Follow @weareMBA on Twitter for more news and information on the work we do

]]>http://mediacombeyondadvertising.com/mediacom-cloudy-bay-launch-second-instalment-secret-sessions/feed/0EMOTIONAL TRUMPS RATIONALhttp://mediacombeyondadvertising.com/emotional-trumps-rational/
http://mediacombeyondadvertising.com/emotional-trumps-rational/#respondTue, 22 Nov 2016 10:25:41 +0000http://mediacombeyondadvertising.com/?p=3635With the tremors still being measured in the aftermath of one of the biggest shocks in global politics, we’ve turned our attentions to extracting some brand lessons about winning the hearts of a nation.

No matter what side of the political divide you fall, there’s no denying the power of the wrecking ball that was Trump’s election campaign.

And while we’re in no way advocating discriminatory or violence-inciting rhetoric, the fact that 61 million Americans crossed the box next to Trump means he must’ve got something right?

So, here’s our run down of the Trump Principles…

Emotional trumps rational

The fact that the Trump campaign was built on a complete absence of policy, or at least divisive and contradictory promises, is clear proof that emotional messaging is more powerful than rational messaging.

In a world of apathy and content saturation, building a distinctive brand that has emotional traction is increasingly important.

Conclusive proof of the long-term impact of emotional communication has recently been proffered by the presidents of advertising effectiveness, Les Binet and Peter Field.

After dedicating 15 years to analysing thousands of IPA effectiveness papers, they have identified optimum split of advertising to be 60:40 in favour of brand-building communication to fuel business-building effects.

Their most recent white paper, Effectiveness in a Changing Era, goes one step further in demonstrating the growing importance of pulling emotional levers in a media landscape where digital growth has bred short-termism and an over-reliance on activation mechanics.

You don’t need everyone’s vote

In a country of deep political divisions, Trump knew exactly who his unique brand of celebrity and bullishness would appeal to and was single-minded in tailoring his campaign to this demographic – and he didn’t give a sh*t about alienating the other half of the US in the process.

This involved a careful calculation and understanding of his populace – or source of growth as we like to refer to it.

The truth is there are very few brands that need to appeal to the whole population to hit their business targets, and it’s almost an almost impossible task to create communications that will have an impact on every man and their Buster (a unique position reserved for John Lewis).

So, the answer is to use whatever data you have at your disposal to unlock that ‘must win’ audience and direct your messaging like an emotional bullet, right at them.

Be provocative to create impact and secure their brand vote.

Be Memorable

In a Battle Royale of the personality contests, the US election has proven the cult of celebrity and fame.

While Hilary Clinton followed the well-trodden election campaign path of carefully planned and scripted appearances, she didn’t stand a chance against the column inches and social explosion generated by Trump’s off the cuff and controversial speeches.

In a world where consumers are bombarded with advertising messages on a daily basis, visibility, fame and cultural relevance are essential.

A brand’s ability to create memory structures can have a big effect on business– if the brand is more mentally available in the head of a consumer over that of the competition, they’re ultimately more likely to be the brand they reach for.

Don’t pin all your hopes on the opinion polls

With all the shock political results of the past few years, you’d think we’d have learned our lesson.

The opinion polls and experts reassured us that the Conservatives would sneak the general election, that Brexit wouldn’t happen and Clinton would steal it.

But they got it wrong.

And the reason? Voter claimed behaviour just didn’t reflect reality. Just in the same way that it’s dangerous for us marketers to rely on the claimed behaviour of our consumer by relying on qualitative insight or, even worse, our own assumptions about our audiences.

It’s easy to live in our media echo chamber which, in most scenarios, means we’re distanced from the reality of our consumers.

The only means to step outside these bubbles is to use the reams of data at our disposal as well as actually speaking to your electorate to get a picture of real world behaviour – how consumers are making decisions and navigating the categories we operate in – to avoid making dangerous assumptions.

Don’t underestimate the power of a catchy slogan

Make America Great Again – a pretty powerful promise, right?

Ignoring the policy (or lack of) that sat behind Trump’s election strapline, the genius was in its memorability and rational vagueness.

It gave a marginalized section of America, something to get behind and chant. It cut to the central Trump-brand pledge of promising change.

So, don’t overlook the importance of the Mad Men basics in creating distinctive brand assets that reflect your central promise or purpose (if you follow the school of Sinek thinking).

So, I guess the point we’re making is that brands need to channel their inner Trump and stand for something distinctive and unapologetically authentic.

Because, in a world of growing apathy and declining attention levels, people are looking for causes they can get behind or, at the very least, they want to feel something.

Just one word of warning – it’s probably best to stop short of insulting and excluding every non-core consumer that exists in the process…

Follow @weareMBA on Twitter for more news and information on the work we do

]]>http://mediacombeyondadvertising.com/emotional-trumps-rational/feed/0Paving the Cow-path of Social Purposehttp://mediacombeyondadvertising.com/paving-cow-path-social-purpose/
http://mediacombeyondadvertising.com/paving-cow-path-social-purpose/#respondThu, 03 Nov 2016 12:01:41 +0000http://mediacombeyondadvertising.com/?p=3575Could contributing to a greater good be a shortcut to a success for brands?

Paving the what now? “Pave the cowpaths,” means looking where the paths are already being formed by behaviours and then build on them. This principle is always observed in parks and campus, where people take shortcuts on the grass avoiding paved paths. Successful brands build this thinking into everything they do, more on this later

As the inexorable growth and influence of social media continues, the globalization of society is having a considerable impact on the outlook of the modern consumer.

The global citizen is constantly connected, continually consuming and competently conscious of ‘what’s going on’, not just around them, but out in the wider world too. And through this, many of them are unsurprisingly growing a conscience; with rising concerns about the welfare of society and the environment as a whole.

Because of this evolving outlook, people are beginning to have expectations for brands to contribute to positive change in society through ‘social purpose’, those that do are now held in higher regard (and subsequently purchased more) **. This echoes (with a social slant) Milward Brown’s 2015 report which highlights how brands with clear purpose have a stronger equity. In other words, clear purpose in the consumer’s eyes, creates a strong, valuable brand.

At a stage in history where audience attention is at a greater and greater premium (e.g. Facebook in-feed average dwell time is just 1.6 seconds), providing ‘relevant content’ to consumers may not be enough to get / keep their attention and affection. Some brands are seeing the incorporation of social purpose as the answer. And we’re already seeing some benefit from this approach; after moving from comparatively light-touch corporate social responsibility, to actively embracing social purpose at their core.

By showing empathy with their audience’s outlook, brands can create consistent, authentic, and emotive narratives for content. And MediaCom have seen this strategy work well for some of our clients. Shell’s Make The Future and Churchill’s Lollipoppers award winning projects being two such examples of focusing on solving social community issues in the UK and abroad.

The so called ‘Green Giants’: Unilever, Toyota, Ikea, Target and GE each generate a billion dollars or more from products or services that have sustainability or social good at their core. The future of Unilever could be the world’s biggest NGO, imagine! In June 2016, M&S also announced £185m in profit from ‘Plan A’ (their sustainability programme) that includes only selling sustainable fish.

These companies and many more are unifying around powerful social issues as they understand good business is good branding, leading to hugely engaging conversations, content and of course…profits, because they are addressing broader issues and seen to be considering objectives that are bigger than their own.

The cow-paths of social purpose are being formed and leading to green pastures. It’s time to build on their success.

]]>MediaCom and Cloudy Bay in partnership with Parlour Gigs welcomed young Aussies into the mysterious and luxurious world of Secret Sessions; exclusive, premium and intimate live music events featuring Australia’s best up and coming musicians playing in Australia’s most beautiful natural settings.

Iconic New Zealand wine brand Cloudy Bay, is the first brand to partner with Parlour Gigs, an emerging and innovative online platform that brings music to Aussie homes by connecting people directly with local musicians.

A dreamy and alluring film captures the audience enjoying Cloudy Bay wine while completely captivated by an artist deeply involved in their craft. Cloudy Bay wanted to build awareness and relevance amongst younger Aussies by connecting with them through the passion points in their life, nature, food, travel and music.

Michelle Lush, Cloudy Bay Brand Manager Australia, said, “Cloudy Bay partnered with Parlour Gigs to create unique events where consumers could enjoy Cloudy Bay wines while listening to up and coming musicians in beautiful natural settings. To grow brand awareness and expand reach beyond the events, the essence of Cloudy Bay Secret Sessions was captured on film so it could be shared via social media.”

Nina Nguyen, Head of MediaCom Beyond Advertising, Sydney said, “MediaCom and MBA provided Cloudy Bay with a strategy to take their brand in a new direction by using social media in a way they had never done before. By doing so, it allowed Cloudy Bay to partner with new media differently in order to increase the brands relevance amongst younger consumers.”

]]>http://mediacombeyondadvertising.com/mediacom-cloudy-bay-launch-secret-sessions/feed/0Don’t worship false idols (and such other religious references)http://mediacombeyondadvertising.com/dont-worship-false-idols-religious-references/
http://mediacombeyondadvertising.com/dont-worship-false-idols-religious-references/#respondMon, 26 Sep 2016 11:52:55 +0000http://mediacombeyondadvertising.com/?p=3529There is a lot of advice out there about content marketing. A lot. And I’m about do dish up some more: stop listening to it.

More specifically, stop listening to the advice given by people not directly representing brands.

You know; digital publishers and professional social media’ers. The ones who seem to be shouting the loudest. Certainly those with the best ‘examples’ of perceived success.

Stop listening to them.

Because while the likes of Buzzfeed, Vice, Lad Bible, Huffington Post etc. are undeniably phenomenal Original Content creators they are not Branded Content creators. Or at least that’s not their core business. And there is a big difference.

While Publisher X may find that running listicles is the thing to, Publisher Y swears by long form content and Publisher Z believes only in ’snackable’ that doesn’t mean it will work for your brand. Indeed, chances are it won’t.

These publishers have built their businesses by creating expectations around the experience and quality of their content and then monetsing that consistency. Your brand hasn’t (and probably shouldn’t).

But it’s not just publishers who are dishing out advice. It’s platforms too. “Grow, succeed and prosper by doing what the super users / influencers / social media stars on our platforms do” as espoused by the likes of Google and Facebook.

But it’s not that simple. As witnessed recently. McDonalds failed big with Channel Us; publicly pulling investment behind the much hyped YouTube channel. Anyone who has been around Google for the past half decade could probably recite the original sell. The well known content framework. The examples given of influencers making great content, growing audiences over time and having them come back for more.

Then when a brand tried to replicate it; abject failure. Not a single episode managed to garner more than a thousand views.

Publishers and platforms are doing a very good job of wooing clients with highly subjective, self serving views, while at the same time agencies are doing a bad job of consolidating information and forming their own opinions; instead falling back on those same publishers and platforms.

There’s an ancient story about a group of blind men and an elephant that’s been adopted as a parable by many religions.

Each blind man touches the elephant in a different part, but only one part. They then compare notes and learn that all their views are different. One man feels the leg and says it is like a tree. One man feels the tail and says it is like a rope. And so on and so forth. The truth is that each person is right, based on their subjective experience, but that such experience is inherently limited by its failure to account for the other truths.

Agencies aren’t blind but at times it seems like we’re operating with blindfolds on. It’s beholden on us to assimilate all the truths and advise; otherwise clients will continue to be led by blind men.

The panel centered on the role of influences in making an online campaign successful, with participants discussing a wide range of topics including what success looks like, the barriers faced by both brands and talent when working on a campaign and the future of the industry.

Key out-takes included:

Brands want to build a long term relationship as it benefits the talent and the brand

The industry see’s YouTubers as a long term investment

The rise of ad-blockers is driving change with 40% of millennials using adblockers. YouTuber content is content that people want to see.

UK talent has the community that the US doesn’t. If a UK-based YouTuber has a good/bad experience with a brand, they all let the other influencers know

Brands need to question how they approach influencer-lead campaigns. Do they want content they can fully stand behind or just get the views?

Brands need to understand the talent but the talent need to understand the brand and help find that balance.

Expectations have to be managed on the side of the brand and the influencer

Talent and brands both have something they want to protect and something to build

]]>http://mediacombeyondadvertising.com/makes-successful-online-marketing-campaign/feed/0Pay attention, get attention – Part 2http://mediacombeyondadvertising.com/pay-attention-get-attention-the-solution/
http://mediacombeyondadvertising.com/pay-attention-get-attention-the-solution/#respondTue, 16 Aug 2016 14:27:50 +0000http://mediacombeyondadvertising.com/?p=3459WHEN IT COMES TO CRAFTING EFFECTIVE CONTENT, THERE IS NO ONE SIZE FITS ALL SOLUTION. WHAT MIGHT SHINE ON ONE PLATFORM MAY GET LOST ON ANOTHER. IF YOU WANT WIN BIG, IT’S TIME TO SWEAT THE SMALL STUFF.

]]>Last week, we shone a light on a common creative misstep we’re seeing on an almost daily basis; forgetting to optimise content for the environment in which it will be consumed.

Our philosophy is that content should always be designed with connection in mind. At the heart of this is the belief is creating assets that are ‘fit for purpose’ and shaped with the comms platform in mind – based on an a deep understanding the way that people behave and consume content in different environments. For every point of connection, there are two key areas to explore before getting to work on creative ideation. The first is ‘User expectations and behavior’ – what type of content are people expecting / wanting to see there. And the second is the ‘Creative principles for delivery’ – what should the content look like to be fit for purpose on the platform e.g. average viewing times, audio experience, or viewing orientation. Simple right? In practice, not so much.

While these principles will always apply, the reality is that platforms we are talking about are continually transforming, at a blink and you’ll miss it pace. If you fail to pay attention to them, you’ll pay by failing to get attention. Platform nuances can be subtle but significant and minor creative tweaks can reap big rewards when it comes to brand recall and purchase intent. Whether introducing algorithmic feeds or extending video length limits, or even brand new functionality, major platforms are evolving at an unprecedented rate in the race to keep consumer’s attention. So you need to stay alert, be agile and adaptive.

MediaCom’s access to platform data and insight places us in a unique position to understand what ‘fit for purpose’ content looks like. So, in an effort to stamp out bad practice, MediaCom Beyond Advertising introduced the ‘Ready’ tool, a creative adaptation service which shapes your content (usually a TV ad) into fit for purpose assets. Whether you’re contemplating in-feed, instream or in more exploratory channels such as dark social, we can help.

]]>http://mediacombeyondadvertising.com/pay-attention-get-attention-the-solution/feed/0Pay attention, get attentionhttp://mediacombeyondadvertising.com/pay-attention-get-attention-the-problem/
http://mediacombeyondadvertising.com/pay-attention-get-attention-the-problem/#respondTue, 16 Aug 2016 14:27:44 +0000http://mediacombeyondadvertising.com/?p=3458IN A WORLD WHERE ATTENTION SHIFTS QUICKLY, WE HAVE TO GET CREATIVE TO CAPTURE IT AND TURN IT TOWARDS OUR BRANDS. BUT A GREAT IDEA CAN SINK OR SWIM BY ITS DELIVERY; THE DEVIL IS IN THE DETAIL.

]]>One of the great philosophical thinkers of the 20th Century declared: “Life moves pretty fast. If you don’t stop and look around once in a while, you could miss it”.

This side of the Millennium, our communal ability to step back and take things in has all but disappeared, and the legendary Ferris Bueller’s profound words ring more true than ever; especially when it comes to content marketing.

As online communication channels continue to evolve at a startling rate, it not only influences consumer behaviour, but how advertisers can and should speak to them.

Where once we were able to rely on a handful of channels to directly speak to people in their homes, ready and willing to hear our messages (and we knew just how to do it), we now stand in front of a complex communications system and a constantly distracted, moving target.

Now, even if we find our target audience, we’re not only competing with rival brands for their attention but with publishers, friends, cat videos, you name it.

In order to do so, we need to get creative. But where to start? The most important thing to bear in mind, is that WHERE we connect with people, should often change HOW we connect with them. The way content is delivered can vary wildly, as can the audience and their behaviour.

The biggest creative trend we are seeing at moment is people failing to recognise this.

Many brands are doing a great job in finding their way to the right audience but missing the opportunity to make it count by using the same assets on each channel and expecting the same results.

In a world where communications channels have become so sophisticated, how can the solution be that simple? The truth is, it isn’t. When it comes to content, there is no ‘one size fits all’ solution.

What might shine on one touch-point, may get lost in another. Today, the majority of content is not being optimised for the environment in which it is being consumed, which can have a dramatic impact on two things:

1) its ability to capture attention

2) how effective it is as advertising.

It’s time to pay more attention, to make your assets work harder and spend go further… starting this time next week. Stay tuned.

]]>http://mediacombeyondadvertising.com/pay-attention-get-attention-the-problem/feed/05 Cameras, 4 artists, 1 new Volkswagen Up! Get behind the wheel for‪ #‎Li5tenup‬!http://mediacombeyondadvertising.com/5-cameras-4-artists-1-new-volkswagen-up-get-behind-the-wheel-for%e2%80%aa-%e2%80%8eli5tenup%e2%80%ac/
http://mediacombeyondadvertising.com/5-cameras-4-artists-1-new-volkswagen-up-get-behind-the-wheel-for%e2%80%aa-%e2%80%8eli5tenup%e2%80%ac/#respondFri, 13 May 2016 17:17:04 +0000http://mediacombeyondadvertising.com/?p=3345Mediacom South Africa launches the new 5 door Up! Using indie artists and some of the most edgy content to be seen

]]>The new five door Volkswagen Up! was launching in South Africa and our target audience were the millennials of today, for whom the traditional TV and press route didn’t work.

We needed to create something edgy, something close to their heart and in their neighbourhoods. We got South Africa’s most famous indie artists to come together and jam on topics submitted by our fans.

The venue for these jams? Inside the new VW Up!

As the team drove around some of South Africa’s most artsy and cultural hoods they created some of the most insane content seen in South Africa.

Follow @weareMBA on Twitter for more news and information on the work we do

]]>http://mediacombeyondadvertising.com/5-cameras-4-artists-1-new-volkswagen-up-get-behind-the-wheel-for%e2%80%aa-%e2%80%8eli5tenup%e2%80%ac/feed/0All the sessions from The Salon in Austin are now live!http://mediacombeyondadvertising.com/salon-austin-day-2-sessions-live-now/
http://mediacombeyondadvertising.com/salon-austin-day-2-sessions-live-now/#respondTue, 03 May 2016 13:50:11 +0000http://mediacombeyondadvertising.com/?p=3333We have now released all of the videos from Day 1 & Day 2 at The Salon in Austin. Watch & Enjoy as we explore the future face of content marketing, through the eyes of some world leading innovators and creators

]]>We’ve played back all the sessions and curated a view of the best insights and moments for all of our friends and partners that were unable to make the 2-day event itself.

The central theme of The Salon was ‘Hello Tomorrow’- a future facing take on what’s next in the world of content marketing and how brands can harness new technologies and formats to connect meaningfully with an audience that has more access to content than ever before.

]]>Partnering with Westpac, MediaCom has introduced the #UnstoppableSquad; a national social led campaign created to drive consideration and affinity for Westpac bank among Australian millennials.

The #UnstoppableSquad consists of three inspirational individuals who throughout the campaign will share their own experiences through online video posts, showing millennials how to become unstoppable when it comes to their own lives and finances.

Forming part of the ‘Experience Economy’ group, millennials spontaneously spend their money by splurging on experiences and passions instead of materialistic possessions. Their ability to upload and share their experiences enhances their value amongst other millennials. This insight led to the campaign’s key strategy: to show how every day Aussies are living unstoppable lives in a bid to inspire others to have the confidence to follow their dreams.

From different backgrounds, Stefan, a film director, Vanessa, a hip hop dancer and Hannah a business owner were chosen to form the #UnstoppableSquad and have shown how they live their inspirational lives without traditional boundaries. The content produced by MediaCom’s specialist division, MediaCom Beyond Advertising (MBA), tells their effervescent stories during their adventures in Australia, Africa and the USA. Showcasing the unafraid, unguided, uncensored and unknown lives of these Aussies, Westpac poses the question of “What does it mean to be Unstoppable in 2016?” to millennials.

Gemma Hunter, Executive Creative Director and Head of MediaCom Beyond Advertising said, ““This whole thing started when we considered; no good story ever started with I’m saving up for… We knew the most qualified people to be talking to millennials were other millennials. We didn’t chase people with the biggest social following, this was about everyday Aussies and letting them share their unscripted stories. The beauty in this approach is that it’s so simple.”

Launched nationally, #UnstoppableSquad see’s the first integration of Westpac on Tumblr, http://westpacau.tumblr.com/and also includes other social channels such as Facebook, Instagram, YouTube and Snapchat.

Follow @weareMBA on Twitter for more news and information on the work we do

]]>http://mediacombeyondadvertising.com/mediacom-westpac-launch-unstoppablesquad-inspire-millennials-unstoppable/feed/0The Salon Revisited: The Key Learning’s We’ve Taken Away With Us From Our SXSW Fringe Eventhttp://mediacombeyondadvertising.com/salon-revisited-key-learnings-weve-taken-away-us-sxsw-fringe-event/
http://mediacombeyondadvertising.com/salon-revisited-key-learnings-weve-taken-away-us-sxsw-fringe-event/#respondThu, 24 Mar 2016 10:46:57 +0000http://mediacombeyondadvertising.com/?p=3258WE’VE WRAPPED THE SALON FOR ANOTHER YEAR AND HAVE PUT TOGETHER A PIECE THAT REVEALS THE HIGHLIGHT MOMENTS & KEY INSIGHTS FROM OUR FUTURE FACING SUMMIT ‘HELLO TOMORROW’ IN AUSTIN, TEXAS, WATCH THE HIGHLIGHTS FROM AUSTIN TO SEE HOW WE CAN HELP SHAPE YOUR BRAND’S CONTENT STRATEGY….NOW WE’LL START TO PLAN NEXT YEAR!

In late 2015 Tempur-Pedic challenged MediaCom Beyond Advertising (MBA) to answer a question; “How do we get non-Tempur owners to understand the life changing benefits that Tempur owners are bragging about?”

MBA knew we needed to appeal to something this new audience could relate to equally as much as current owners. So we investigated the difference this mattress made in people’s lives discovering that from the very first night it changed them. Then we thought if this moment changed them so much how can we relate it metaphorically to another moment that changed our lives?

Well, we all remember our “First Time” ; )

Our “First Time” was something we looked forward to and will always look back on. Whether it was a night when our parents weren’t home or on our wedding night our “First Time” remains vividly in our mind. With so much anticipation, unknown and nervousness it’s a moment, no matter how it went, that stays with us forever. And we will never be able to shake it. Whether we’ve already done it and loved it or can’t wait to try, our “First Time” is something we all share in common.

But hey we’re talking about mattresses here! Get your mind out of the gutter.

In a comedic style we highlight – even on the first night – how life changing sleeping on a Tempur-Pedic can be. By teasing and attracting viewers with double-entendres from Tempur-Pedic couples we resolve with how transformational just one night of sleeping on a Tempur mattress can be.

The content was created internally by MBA and produced with director Andrew Laurich, this helped MBA develop a distribution strategy that would dial up the P, O & E channels. The team worked closely with the MediaCom planning team to identify and deliver paid partnerships across key partners. Currently the campaign metrics across the social platforms are performing across all brand benchmarks and falling more in-line with that of entertainment activity.

Follow @weareMBA on Twitter for more news and information on the work we do

]]>http://mediacombeyondadvertising.com/mediacom-beyond-advertising-la-tempur-pedic-ask-couples-recall-first-time/feed/0The Salon 2016 Day Two Highlights with Tumblr, Not Impossible, Pavegen and More!http://mediacombeyondadvertising.com/salon-2016-day-two-highlights-tumblr-not-impossible-pavegen/
http://mediacombeyondadvertising.com/salon-2016-day-two-highlights-tumblr-not-impossible-pavegen/#respondMon, 21 Mar 2016 12:12:31 +0000http://mediacombeyondadvertising.com/?p=3233Day 2 at The Salon saw us play host to pioneers who are changing the world. We were humbled, moved and inspired by Mick Ebeling, Laurence Kemball-Cook and Giles Rhys Jones amongst others, followed by an exclusive performance from JP Cooper in the yard.

]]>http://mediacombeyondadvertising.com/salon-2016-day-two-highlights-tumblr-not-impossible-pavegen/feed/0The Salon 2016 day one highlights with Yahoo!, Spotify and morehttp://mediacombeyondadvertising.com/salon-2016-day-one-highlights-yahoo-spotify/
http://mediacombeyondadvertising.com/salon-2016-day-one-highlights-yahoo-spotify/#respondThu, 17 Mar 2016 16:46:14 +0000http://mediacombeyondadvertising.com/?p=3216HERE ARE ALL THE BEST MOMENTS FROM DAY ONE AT THE SALON. WE HAVE, AMONGST OTHERS, RICH FRANKEL OF SPOTIFY, TWITTER'S KUNUR PATEL AND BEN DEITZ OF VICE DISCUSSING WHAT TOMORROW WILL BRING. THE ONLY THING WE DON'T HAVE, APPARENTLY, IS SOCKS...

]]>The post The Salon 2016 day one highlights with Yahoo!, Spotify and more appeared first on Mediacom.
]]>http://mediacombeyondadvertising.com/salon-2016-day-one-highlights-yahoo-spotify/feed/0MediaCom & realestate.com.au capture milestone moments for first time renters through new ‘Beg, Blag, Borrow’ campaignhttp://mediacombeyondadvertising.com/mediacom-realestate-com-au-capture-milestone-moments-for-first-time-renters-through-new-beg-blag-borrow-campaign/
http://mediacombeyondadvertising.com/mediacom-realestate-com-au-capture-milestone-moments-for-first-time-renters-through-new-beg-blag-borrow-campaign/#respondMon, 15 Feb 2016 11:10:21 +0000http://mediacombeyondadvertising.com/?p=3183MediaCom & realestate.com.au celebrates a rite of passage of young Australian adults via a digitally led campaign

realestate.com.au has partnered with MediaCom’s specialist division, MediaCom Beyond Advertising to create the property site’s content production for first time renters entitled ‘Beg, Blag, Borrow’.

With a built in social and digital strategy at its heart, the campaign targets 18 – 25 year olds who are in the process of moving out of their family home for the very first time.

Helping their audience make confident property decisions no matter where they are in the property lifecycle, realestate.com.au’s ‘Beg, Blag Borrow’ is the story of young Australian’s experiencing the challenges that come with real freedom; they’ve found the house and the housemates but they have very little else.

Having identified that moving out and setting up your first home is a rite-of-passage, realestate.com.au set a challenge to a brand new share household of four young Australian residents. With the help of their friends, their new community and each other, they have just eight hours to get their home ready for a surprise party. They can only ‘Beg, Blag or Borrow’ what they need and rely on their wits, charm and enthusiasm. If they can do it, realestate.com.au is going to reward them with an incredible surprise…. A live performance from Falls headline Act and ARIA award winners ART Vs. Science.

The campaign comprises a hero film, additional short stories linked to the main story and content produced specifically for Facebook, YouTube, Vine and Instagram, as well as editorial links to drive back to realestate.com.au.

Gemma Hunter, Executive Creative Director & Head of MBA at MediaCom said, “Realestate.com.au are a fantastic client to work with as they are not just a brand but also a publisher, entertainer and technologist. This meant that together we could create a content strategy, production and distribution plan that truly engaged the first time renter audience where and when they are in the moment looking for inspiration, information and involvement with the brand that can answer all their renting and sharing needs”.

Ben Lemon, Senior Manager, Brand & Product Marketing at realestate.com.au said, “At realestate.com.au we really believe in the power of combining relevant content with behavioural data to find the right audience at the right time instead of a one size fits all approach. We wanted to create a piece of content, which connects with an audience moving into a house for the first time.

We know that for this audience their relationship with property is not price, mortgages or renovation. Instead it is freedom, independence and fun. Of course the downside is that when you move into your first house you typically have nothing. We shared this insight with the MediaCom team and very quickly they illustrated their passion for content marketing centered around this insight and it’s ability to deliver results.”

The campaign can be viewed on YouTube, Real Estate Australia’s Facebook, Instagram and Vine.

Follow @weareMBA on Twitter for more news and information on the work we do

]]>http://mediacombeyondadvertising.com/mediacom-realestate-com-au-capture-milestone-moments-for-first-time-renters-through-new-beg-blag-borrow-campaign/feed/0The Salon returns to SXSW to say ‘Hello Tomorrow’http://mediacombeyondadvertising.com/the-salon-returns-to-sxsw-to-say-hello-tomorrow/
http://mediacombeyondadvertising.com/the-salon-returns-to-sxsw-to-say-hello-tomorrow/#respondMon, 08 Feb 2016 09:51:51 +0000http://mediacombeyondadvertising.com/?p=3170MediaCom Beyond Advertising heads back to Texas in March for another few days of carefully curated content looking at the future of the industry…

]]>Following the success of last year’s global, future-facing event, MediaCom Beyond Advertising will once again be pulling on our Stetsons and heading to Austin to host The Salon at SXSW.

MBA will take over an authentic, Downtown space on 15 & 16 March to create a unique space for clients to immerse themselves in inspiring conversations, interactive screenings and creative live performances from influential figures.

Our agenda will feature leading innovators and pioneers from the worlds of technology and creativity, discussing the three core themes of our conference; ‘Branded Content: Advertising or Entertainment?’, ‘The Advertising Technology Paradox’ and ‘New Models for Success’.

At last year’s event we focused on what content is so vital for brands.

Supported by our headline partner, Yahoo!, we’ll be looking at how brands can produce great content and how they can ensure their content reaches the great audience that it deserves.

Watch this space for more details about our keynote speakers and more…

Follow @weareMBA on Twitter for more news and information on the work we do

Collaborating with SunWater Queensland, MediaCom Beyond Advertising (MBA) has created a campaign that highlights the dangers of swimming in dangerous areas in Queensland. SunWater, a first time client with MBA, is Australia’s water infrastructure developer, which maintains and manages the regions dams and weirs.

To help create a behavior change, MBA’s brief was to inform a teenage audience about the dangers of swimming in dangerous areas throughout the nations Sunshine State. The real challenge of this brief was conveying the important life saving message in a way that teenagers would pay attention to.

Teenagers are notorious for embodying a sense of indestructibility. From this key insight, MBA created a relatable story to engrain a deep sense of consequence that would have an emotive pull with the audience.

The conveyed message doesn’t lay out a set of rules, instead it poses a notion for one to ‘respect the water like you respect your mates’.

Using this concept, MBA created a campaign, which encompasses all the typical behaviours, and attitudes expected from rural Queensland adolescents that as a result, aim to lure the audience in by loading the story with a narrative of rebellious teenage activity.

This highly emotive campaign is a mix of a beautifully shot film and amazing sound engineering giving the viewer a rich audio/visual story impactful on mobile and through headphones.

Recognised and respected by the industry’s best, this campaign sees MBA continue on the path of behavior change for Queensland based clients.

Follow @weareMBA on Twitter for more news and information on the work we do

MBA has progressed the partnership since last year’s Cannes shortlisted and CMA Gold winning work, developing the groundwork started with three distinct audiences, addressing how their different career aspirations could work in the Army.

Together, MBA and Time Inc have produced over 40 pieces of content on and offline. The campaign continues to talk to a broad range of women nationwide but delves deeper into adventure, culture, fitness, future, skills and careers for women in the British Army.

Over three shoot days, we challenged the Marie Claire, Look and Now editorial teams to be put through their paces and experience a day in the life of Army women. This ranged from shadowing officer helicopter pilots at the Royal Aviation Control Centre to mucking out horses with the King’s Troop soldiers in Woolwich. We captured their experiences across short-form video, digital articles and print advertorials. Working together with the MBA SEO team, we have ensured that the partnership is integrated with the Army’s existing content hub, so that the user experience is seamless.

Having being live for just over 3 weeks, we have already achieved half of our video views target, with high dwell times across all articles.

Check out the content so far here on our bespoke Army super page, with new articles and advertorials being released from now until June.

]]>Mediacom Beyond Advertising and F&F have created a content series utilising Davina McCall as the face of their 2016 Active range, to produce a series of Health and Fitness videos.

This allows F&F to tap into Davina’s established reputation and expertise in the area of health and fitness. As a result, we were able to produce engaging video content that F&F’s female audience can identify with and drive consideration of the range.

Both F&F and Davina already have an active and significant social audience, allowing the content to deepen audience engagement and brand affinity, while putting the new active wear range in the starring role.

The video series seeks to inspire the audience to get active and showcase F&F’s new active range, inform by providing helpful tips and advice, and involve the audience by encouraging them to #workitwithdavina – which is the hashtag used across all copy and touch points.

The amplification plan focusses on the key social channels – Facebook, Instagram and Twitter – to engage existing customers and encourage new ones. 15” video teasers were seeded out socially to drive users to clothingattesco.com to watch the full length videos, providing more information and a deeper brand experience. The campaign launched at the beginning of January and results so far have been strong, with over 2.5 million video views across Facebook in the first 24hrs of going live.

MediaCom Beyond Advertising were instrumental in the ideation and production process, including shaping the ideas behind the videos and creating content that is both appealing and interesting to F&F’s female audience.

Follow @weareMBA on Twitter for more news and information on the work we do.

It all started when Wrigley Canada came across a sad holiday fact; three quarters of Canadians received “bad” or unwanted holiday gifts. What could Skittles do to make the holidays happier?

MediaCom Beyond Advertising Canada, in partnership with Wrigley, BBDO & Harbinger opened up a Skittle’s Pawn Shop at a busy storefront in Toronto’s popular Queen West area. From December 26th – 30th customers were able to bring in their unwanted Christmas presents and trade them in for packs of Skittles! An onsite appraiser Dale the Dealmaker was on hand to tell customers how much their items were worth. Customers that were not able to visit the store were able to get their items appraised online and received a coupon they could use in-store. The excitement continued when customers were joined one day by the popular Canadian YouTube star Lilly Singh (username: iiSuperwomanii) with Lilly’s vlog post The Time I Went to Skittles Heaven reaching over 245,000 views!

Over 52,000 packs of Skittles were given out, resulting is over 13,000 kgs worth of items donated to the Goodwill ReUse Centre in Scarborough.

Check out the Skittle’s Holiday Pawn Shop site here to see what some users traded in: www.skittlespawn.com

]]>http://mediacombeyondadvertising.com/mediacom-beyond-advertising-canada-presents-the-skittles-holiday-pawn-shop/feed/0MediaCom Beyond Advertising’s Amy Roebuck recognised in M&M Global’s ‘Meet the Millennials’http://mediacombeyondadvertising.com/mbas-amy-roebuck-recognised-in-mm-globals-meet-the-millennials/
http://mediacombeyondadvertising.com/mbas-amy-roebuck-recognised-in-mm-globals-meet-the-millennials/#respondFri, 08 Jan 2016 11:03:57 +0000http://mediacombeyondadvertising.com/?p=3065Having overseen several brilliant projects in 2015, Amy starts 2016 by being recognised as one of the brightest young people in the advertising industry...

Entrants were judged on their achievements in international media to date, and their prospects of becoming a future media leader. The only criteria for entry was that they work across two or more international markets, and were born in or after 1985.

After working on several media agency roles across international planning, buying and activation, Amy joined MediaCom at the beginning of 2014 to focus solely on content partnerships. In under two years Amy has significantly expanded her team and led content projects that have resulted in a Cannes Lion win and the Best Partnership Campaign of 2015 at the Global M&M awards.

Alongside Amy from the UK, Sergey Bakhityarov from MediaCom Russia, Andreea Milea from Germany and Nick Cafiero from the US were also successful in being recognised for the ‘Meet the Millennials’ programme.

]]>http://mediacombeyondadvertising.com/mbas-amy-roebuck-recognised-in-mm-globals-meet-the-millennials/feed/0The biggest advertising trends of 2015 and what 2016 has in storehttp://mediacombeyondadvertising.com/biggest-advertising-trends-2015-2016-store/
http://mediacombeyondadvertising.com/biggest-advertising-trends-2015-2016-store/#respondMon, 04 Jan 2016 12:43:56 +0000http://mediacombeyondadvertising.com/?p=3001MediaCom Beyond Advertising have been reflecting on the past year and speculating what is to come in 2016.

With 2015 still fresh in the memory and 2016’s new year’s resolutions yet to be broken, we felt it was the right time to ask the oracles of MBA to jog their memories about past year and polish their crystal balls for a look into what the future may have in store…

Palle Diederichsen, Head of EMEA MediaCom Beyond Advertising

What do you think was the biggest development in 2015? From the point of view of MBA, the fact that content marketing seems to have made it onto the standard brief from clients has been hugely encouraging and something we feel is vital for all brands to do.

What surprised you in 2015? A pleasant surprise has been how dominant MediaCom has been across new business and awards in 2015, with some great MBA campaigns leading the award success. It’s a big testament to our approach and positioning of the business as Content + Connections agency.

What most excites you about 2016?To see a further development of of our capabilities across the EMEA network. Our European operation is looking in great shape to make the most of the opportunities 2016 present – the latest proof being our Polish team’s Grand Prix win for Sprite – The Truth is That at the largest Polish advertising awards, Kreatura.

Tom Curtis, Head of MediaCom Beyond Advertising UK

What do you think was the biggest development in 2015?Wasn’t 2015 officially the year of mobile? Or was that 5 years ago? Maybe 7? Whatever the case, in 2015, it was widely reported that mobile overtook desktop in a number of ways, from the number of mobile-only internet users to mobile versus desktop search.

And so, although an evolution, I see this as a bit of a tipping point in terms of what is to come. More vertical video? Perhaps. A greater focus on responsive design? Maybe. The recognition that things are going to rapidly change? Almost certainly. While much of the ad and marketing industries play catch up we mustn’t let mobile take our eye off the ball of future tech such as how we make properly immersive and effective content marketing for the next big game changers, AR and VR.

What surprised you in 2015?That the debate about what the hell content is has refused to go away. Every time someone definitively announces ‘Right, let’s stop this now – it’s this’, it just stirs up the ‘Yeah, except that it’s actually that’ argument. Which is sometimes followed by ‘Isn’t content a rubbish word anyway?’.

For many different agencies and publishers the ‘what-the-hell-is-content’ debate has provided a legitimate reason to adapt what they were already doing and use it to encroach (some might say) on other territory. Personally I think a bit of healthy competition is good for clients and good for the industry. The idea and the execution is the most important thing – not what we call them.

So let’s stop the debate now. As far as MediaCom is concerned content is basically anything – including standard advertising. Oh, but ‘anything’ is a bit too loose right? In fact, isn’t content a rubbish word? Err…

What most excites you about 2016? In 2016 we’re going to develop and launch our most exciting project yet. It’s going to be huge, ambitious, all-encompassing and send waves across the industry. And it won’t just be a one-off stunt that sounds great in an award entry, but a long-term commitment between agency, brand and audience. What is it? Well, when it’s done you’ll be sure to hear about it.

Edward Cowell, SEO Director UK and International

What do you think was the biggest development in 2015? Personalisation. Whilst the trend in personalisation in organic search has been going on for many years, in 2015 it became much more noticeable than before. Contextual and location based search is making the search experience better and more relevant for searchers everywhere.

What surprised you in 2015? The search teams at MediaCom have grown hugely, and it was an honour and surprise to win ‘Best Large Integrated Search Agency’ at the UK Search Awards this year and in doing so beating a number of well recognised search agencies.

What most excites you about 2016? I’ve been in organic search for sixteen years, so what excites me is doing and discovering new things. There will be a great deal of technical change in organic search in 2016, which will raise entirely new challenges and fun problems for us to solve as a team.

Karen Hodkinson, Content Lead, Associate Director

What do you think was the biggest development in 2015? There were two for me. One, the subject of ad blocking getting picked up by mainstream media such as Sunday Times and South Park. Consumers today are au-fait with advertising techniques and brands need to work harder at earning the consumers’ trust. Two, influencer marketing being built into marketing plans.

What surprised you in 2015? I’m surprised that so few companies are learning how to communicate with the millennials. In five years’ time, 50% of the workforce will be made up of millennials. So why aren’t more companies working at understanding this segment today? It covers a wide age group 18-34 and there are sub-sections within the millennial demographic displaying different behaviours. This group of consumers is the most banner-blind and immune to advertising. The earlier brands start understanding how to communicate with the millennials, the better. It’s much better to be an early adopter rather than a laggard.

What most excites you about 2016? We will see more visual content being created and, hopefully, more interactive content. Influencer marketing will continue to grow. Brands will start focusing on quality over quantity. Audience-centricity will increase and brands will produce better content to engage and win over an audience. Lastly, I’m expecting to see more brands, like Marriott, successfully integrating editorial publishing into their brand to create much more interesting brand storytelling.

]]>http://mediacombeyondadvertising.com/biggest-advertising-trends-2015-2016-store/feed/0Air Rescue back on the radar for series three on Channel 7http://mediacombeyondadvertising.com/air-rescue-back-radar-series-three-channel-7/
http://mediacombeyondadvertising.com/air-rescue-back-radar-series-three-channel-7/#respondMon, 07 Dec 2015 21:11:07 +0000http://mediacombeyondadvertising.com/?p=2988The Westpac Lifesaver Rescue Helicopter Service returns to TV screens in time for Summer

Following the immense success of the first two seasons, Air Rescue is back for a third series after premiering at a prime-time spot on 3rd December.

Air Rescue is an observational documentary (ob-doc) capturing the dramatic rescues performed by the Westpac Lifesaver Rescue Helicopter Service (WLRHS), which this year celebrates over 42 years of partnership with Westpac.

Westpac worked with partners MediaCom and Sydney based production company Fredbird Entertainment to produce the prime-time series that has previously received an average national viewership of well over 1 million people per episode. Season three will feature a six-part series of thirty-minute episodes and 6 short form films for digital.

Viewers witness the work of the service as the series unfolds, through the eyes of much loved crew from the WLRHS, as they enter the lives of ordinary Australians in need. Season three will see stories from the Tasmanian base with episodes featuring hikers trapped in snow and rescuing missing bushwalkers.

‘Air Rescue exposes millions of Australians to the hard work of the oldest civilian search and rescue service in Australia, said Martine Jager, Chief Marketing Officer for The Westpac Group.

“Westpac has supported the Westpac Lifesaver Rescue Helicopter Service since 1973, with no one ever having to pay to be rescued during that time.

Westpac is incredibly proud of our involvement with the service and other initiatives it has generated such as the schools program and community fundraising activities including the popular City2 events.

Season three of Air Rescue will see the show head to our Tasmanian base for the first time, with key stories including police and paramedics,” Ms Jager said.

In 2015, Air Rescue the series will continue to innovate with the latest cameras, Go-Pros and drones. New high-action slow-motion and time-lapse capabilities will showcase the breathtaking locations that surround the crews and their bases. Season three will also see the introduction of footage from the Hobart base in Tasmania as the show continues to tell the amazing stories of the Westpac Lifesaver Rescue Helicopter Service (WLRHS).

Gemma Hunter, Head of MediaCom Beyond Advertising & Executive Creative Director said, “It’s incredible that Westpac, the Westpac Lifesaver Rescue Helicopter Service, Fredbird Entertainment and Channel 7 have come together for a third time to share the amazing work of the service with genre leading production values in prime time.

Westpac is a fantastic client whom we are proud to work with leading the brand funded content field. We are thrilled to deliver on their objectives.”

Since its launch in November 2013, Air Rescue the series has been awarded an array of accolades from international, regional and local bodies including a Silver Pencil at The One Show, being Highly Commended at the 2013 Festival of Media Asia Awards, a finalist in the 2014 Spikes Asia, a Silver award winner at the 2014 BEfest Awards and winner of Australian Banking & Finance Magazines Campaign of the Year.

The Westpac Lifesaver Rescue Helicopter Service (WLRHS) reaches 84% of the population during its peak time during summer. Westpac has supported the

Westpac Lifesaver Rescue Helicopter Service (WLRHS) since its inception in Sydney in 1973. There are now 17 helicopters and 13 bases in the national fleet with two rescue boats based in the Northern Territory and Victoria.

]]>http://mediacombeyondadvertising.com/air-rescue-back-radar-series-three-channel-7/feed/0‘Three things’ with Tom Curtis and MBA UK: Nikon, Sony and creative instagramminghttp://mediacombeyondadvertising.com/three-things-tom-curtis-mba-uk-nikon-sony-creative-instagramming/
http://mediacombeyondadvertising.com/three-things-tom-curtis-mba-uk-nikon-sony-creative-instagramming/#respondTue, 24 Nov 2015 16:18:20 +0000http://mediacombeyondadvertising.com/?p=2925Head of MBA UK, Tom Curtis, talks about some of the brilliant projects coming out of London, the long term future of content and why his son, Dom, is an aspiring creative genius...

The Xperia Z5 Premium story is all about its amazing 4k smartphone technology.

We recognised the opportunity to bring this 4k story to life in a credible and inspiring way that Sony could apply right through the line from traditional ATL to POS.

Sony Xperia Z5 Premium are Red Bull Media House’s first ever commercial partners. Our sponsorship of Kaleidoscope is the gateway to an extraordinarily integrated partnership designed to prove the superiority of the Xperia Z5 Premium in action, including branded content creation, product placement, social, advertorials, talent endorsement and extensive licensing rights across point of sale and OOH.

The project has been wholly embraced by the Sony cross agency team as it is the first of its kind – this has resulted in some excellent work which we are all really proud of.

Shot by Ridley Scott & Associates, and combined with behind the scenes imagery shot on the Xperia Z5 Premium itself, the result is a visually arresting piece which illustrates why Red Bull Media House have such a mass of organic followers. The production values are incredible throughout and the three minute film (together with our supporting Sony content) is set for big things.

The star of the film, Kriss Kyle, is now the proud owner and advocate of the Z5 Premium and has been integral in social campaigns leading up to the launch.

The branded content consists of four bespoke Sony videos – ‘Through the lens of Kaleidoscope’ – showcasing the four key features of the Xperia Z5 Premium. These videos are centred around the tricks in the main Kaleidoscope film and incorporate the phone into the content in a credible and authentic way that really offers exciting added value to the viewers.

The branded content sits alongside the hero film on the microsite which is testament to its strong editorial quality. Xperia Z5 have also used a shot from the film as their key visual for the overall Z5 premium campaign. As we negotiated an extensive rights package for Sony with Red Bull, the image will be prevalent across 1,650 retail stores nationally. We also secured above the line rights and subsequently the imagery is being used for a large out of home campaign for Z5 premium.

All of this is evidence of how a content-led media campaign can infiltrate an entire business.

]]>In partnership with Chandon, MediaCom’s specialist division, MediaCom Beyond Advertising (MBA) has produced a campaign to encourage Australians to #livelifeunplanned with Chandon. A first time collaboration with Chandon (Australia’s’ only sparkling specialist with genuine French heritage), the campaign focuses on the spontaneity that is core to the brand’s personality. Harnessing the charm and authenticity of the old world French heritage, the national campaign inspires people to seek richer, more vibrant experiences in life; to live life unplanned.

Challenged with encouraging audiences to integrate Chandon into their lives, as well as sharing the meaning of living life unplanned, MBA partnered with style and trend icons ‘The Trend Spotter’. Renowned travel, lifestyle and fashion bloggers, ‘The Trend Spotter’ is a credible voice that echoes what Chandon believes in; spontaneity and living life to the fullest.

The content partnership spanning video, still and written social content allowed MBA to tell the story, following the couple from their home in Melbourne to Sydney, London and Paris fashion shows stretching across a few weeks in their lives. ‘The Trend Spotter’ will also takeover the Chandon’s official Instagram for Australia to share their experiences in order to further encourage Australians to live life unplanned.

MBA worked in collaboration with production company Blue Revolver; the branded entertainment arm of DONE+DUSTED the infamous production team behind Victoria’s Secret show and The Oscars. Directed by renowned International fashion director Dominic Locher, the content was shot in Sydney, Melbourne, Paris and London to document ‘The Trend Spotter’s’ life and work following the fashion week season.

Cathryn Boudiak, Marketing Manager for Chandon said, “In order to understand the heritage behind Chandon’s spontaneous and entrepreneurial spirit, we looked back into the archives of the brand, starting with its Champagne heritage. Founder, Robert Jean de Vogüé from Moët & Chandon predicted the demand for quality sparkling wines around the world. A lot of these quests for quality ended in impromptu meetings from which wineries were born, and bonds of trust were formed.

We were thrilled when ‘The Trend Spotter’s’ Colin and Dasha came to visit the winery to get to know the Chandon way of life and philosophy, hosted by our Senior winemaker, Dan Buckle to understand how this vision was very similar to theirs, creating something new, working hard and enjoying what you do, always leaving room for some fun surprises along the way….

Capturing the perfect balance of spontaneity and style that living life unplanned stands for, the content created by MBA reflects and radiates Chandons’ uniquely open-minded view of the world, and reminds audiences of the vast possibilities in their lives. The short film is a way to showcase content that aims to entertain, connect and inspire the values that Chandon stands for in a fresh and relevant way.

Gemma Hunter Executive Creative Director & Head of MBA said, “This is a brand with heritage and personality, we relished the chance to bring both to life in partnership with The Trend Spotter, creating content for both traditional and digital channels that would inspire Australians to toast spontaneity, something we believe in whole heartedly at MBA”.

]]>Creative agencies are hiring ex-journalists and publishers, media agencies are making TV ads and publishers are getting smarter about how they commercialise their content. Creative agencies, media agencies and publishers can all lay claim to ownership of the content – so who does own it? and who will reap the greatest rewards from content in the future?

The ownership debate in the agency landscape continues to be contentious – some saying the originator of the idea takes ownership, while others believe that the publisher is responsible for their audience and therefore should take ownership of the content.

The real truth is that agencies are in the business of creating great content for their clients, in the same way that as consumers we pay for a product or service and then own it.

Our clients pay us to create engaging, informative and influential content that reaches audiences and conveys a message through assets that they ultimately want to (and in most cases should) own and can use across their owned channels.

Of course, every brief is different and with the growth of the content partnership, it’s indeed true that when working with publishers they may stake a claim to take a period of exclusivity of that content. This is in the spirit of the partnership but ultimately the brand are left with some amazing assets.

A great example of this is our campaign for the charity Scope, in which we developed a content partnership for them with Channel 4 and created a series of short form video series to sit on the ALL4 platform called “What not to do”.

Channel 4 not only hold a broadcast license which means they have a commitment as a broadcaster, but they have a clear understanding and tone of voice which they wish to communicate with their audience.

We married this understanding with Scope’s objectives and target audience to create a compelling series of short form content that Channel 4 would hold for a period of 30 days exclusively, but thereafter Scope take ownership of this content to distribute and to be used across digital channels of their choice.

It’s important to say the ownership debate wasn’t important in this arrangement, Channel 4 were interested in creating great content for their ALL4 platform that delivers viewership, whilst we had an objective to change perception for our client within a targeted audience.

In simplistic terms, we are the builders, developers and creators of things – we are not owners.

However, this shouldn’t be confused with the right to lay a claim to owning the ‘idea’ – this is very different, in the same way that a person who designs a great house takes credit for inspirational architecture, we take credit for the strategic thinking, impactful idea and execution.

Many brands are now extending content briefs to their media agencies, especially those with content divisions – why? Well, keeping media, creative and content together in one agency can often drive cost efficiencies and therefore makes commercial sense.

But more importantly media agencies are in a great place due to the amount of data and insight they have access to, which in turn fuels the creative and content ideation process, something that many creative agencies cannot lay claim to.

Content isn’t a silo discipline any longer, some of the most successful brands operating in content are using it smartly, they are using it as a central or key component of their media plan – they are very clear on the role for content and the message they want this to convey.

With this being a central part of the media planning process we expect to continue to see the media agency take more ownership of these campaigns.

In summary, the future is bright for media agencies offering content solutions but it’s even brighter for the brands who are smart enough to adopt this as a communication channel for their consumers.

]]>Back in 2007, a twelve year old kid proved the power of content sharing platforms and social media. He proved that you could create something in your bedroom and find an audience for it. This was the start of Justin Bieber’s career.

That YouTube generation may feel old-school but it’s still true today – anyone can make great content whether at home, at the office or even on the bus – and it’s easier than ever thanks to the ubiquity of high-spec mobile devices and constant connectivity.

And, it’s not just the PewDiePies, Zoellas or even the Biebers of this world. Influencers and talent can play a key role strategically, but there’s another evolution we’re excited to see growing and that’s Creator Networks.

According to a recent study, more than two thirds of Millennials rank “being creative” as an important ambition in life and they’ve never had greater access to the tools and platforms they need to do it. This means we’ve seen huge growth in individuals expressing themselves through film, photography, animation and art, ultimately leading to the democratisation of creativity, breaking away from studios and galleries and surfacing in our social feeds.

These creators offer an exciting and innovative way to create content. By recruiting young artists to produce their interpretation of a brand message we can inject energy, vibrancy and a peer-to-peer tone that helps a brand break away from standard advertising or corporate messaging. In content environments where competition for attention is fierce and generating cut-through is the ultimate challenge, innovative and diverse creative can be an incredible tool.

But how do you go about commissioning these artists? Enter the creator network.

Creator networks recruit artists and creators into bespoke communities designed to offer them opportunities to respond to brand briefs, develop their profile and earn rewards as they do. This way, rather than us having to seek out and brief artists individually, we can work with a network to develop a central brief and they can support in managing responses. This can lead to the delivery of exceptional value per piece of content

So it clearly has the potential to be a powerful solution to deliver great content for our clients but, as with any approach, there are a few key things to remember. Here’s our take:

Getting the brief right. It may sound simple, but striking the balance between what the brand needs the content to be and inspiring young artists with an intriguing challenge, that still gives them freedom of expression, can be a tricky line to walk. This stage is where we as MBA can play a crucial role in combining our understanding of how content creators work and our knowledge of our client and their brand in what they are trying to achieve. This allows us to ensure we’re delivering quality content that does a job within the system and feels authentic within the community.

Talking of authenticity… Working with creators is similar to working with influencers in that we have to respect the creators’ interpretation of the brand challenge and brief, even more so when we’re asking for an artistic take on a brand challenge. If we have a brand that has a lot of visual requirements, we need to consider how they should apply that to the content, what kind of guidelines we can give that still allow for creativity and, ultimately, whether creator networks is the right route to go down at all.

Doing a Job. As with any content, understanding the job we’re trying to do for our clients should always be the start point and Creator Networks are no different. Without a doubt, video is the most popular type of network with companies like MoFilm, Genero, Zooppa and Vidsy being well-established but we need to ask if video is the right kind of content for the client and the campaign. Networks like Talenthouse have a slightly different focus on artists offering creative briefs across fashion, illustration, art and animation and this space will continue to evolve.

Whatever the objective, we should ensure we’re pursuing outputs that align with the overall strategy.

Quality. Another key consideration is what level of artist or creator are members of each network, as not all are created equal. Some focus on supporting amateur and hobbyist artists whereas some pursue relationships with professional creatives and both have value. There is a vast array of talent in the amateur sector and often this is where we will get the most creative and authentic work, especially from young creators.

Value exchange. To be clear, these creators don’t quite work for free. There are two main ways of working; either an upfront brief that gets submissions of work and then the client selects those that they want to use with some kind of reward, or the community responds with treatments and the client commissions a selection of these incorporating some level of feedback. Different methods attract different types of creators and the same goes for rewards – these don’t always have to be monetary, sometimes exposure, working with a lead creative agency or having their work used within a global ad campaign can be enticing enough. As with other considerations, ultimately this needs to align to the strategy in terms of the content we are hoping to receive and who we think we want to work on the brief.

We believe that creator networks can play a key role in a content system – they offer a platform to artists of all kinds across the world and offer brands the opportunity to create unique content, making the future of creativity truly exciting for both brands and creators.

Even Justin Bieber.

If you want to see the kind of work we’ve done with networks such as MoFilm, check out the Bose #ListenForYourself case study to see creator content in action.

MBA has partnered with Nikon to create their first ever international campaign with a truly global idea – The Creative Trail follows the trail of a Nikon D5500 as it passes from person to person, through countries and across the entire continent. Putting the camera at the heart of the campaign, The Creative Trail captures people’s passions and stories, sharing them with the world.

Nikon is looking to engage and inspire the generation who are savvy social users and avid photographers but who only ever use their smartphones (and filters) to capture pics. We know with a Nikon in hand, you can surpass the quality, detail and depth achieved by any smart phone. Therefore the focus of this campaign is to amplify the DSLR’s ability to generate eye catching photography and moving image – with no filters.

MBA has hand-picked a breadth of social media influencers who each represent different passion points and locations, enabling the camera to travel with blogger Betty Autier famed for her fashion credentials in France, to globe-trotting, travel vlogger Janni Deler in Sweden, to Lukasz Jakobiak a popular presenter and personality in Poland to name a few.

From picturesque Paris to the neon streets of Tokyo we are mapping a truly unique story, brought to you only by Nikon.

The camera is currently in the hands of Rudimental. The band have been giving the camera exclusive access to the intimate life of an artist following them both on and off stage, in the studio, at rehearsals and then on tour at their electrifying gigs. Timing could not be more perfect, with the D5500 capturing the moments leading up to the launch of their highly-anticipated album “We The Generation”, which went straight to number one in the charts. The Creative Trail is celebrating the band’s success with the release of a promotional music video to album-opener “I Will For Love” shot entirely on the D5500 which you can watch here: www.nikoncreativetrail.com.

Rudimental say “We’ve really enjoyed partnering with Nikon’s Creative Trail – the team at Nikon & MBA gave us the flexibility and freedom to add our own creative flavour to the campaign which allowed us to give our fans a true behind-the-scenes insight into the lead up to our (official #1!) album launch!”

]]>http://mediacombeyondadvertising.com/the-creative-trail-by-nikon/feed/0Why the decline of the dot-com is making way for the rise of contenthttp://mediacombeyondadvertising.com/why-the-decline-of-the-dot-com-is-making-way-for-the-rise-of-content/
http://mediacombeyondadvertising.com/why-the-decline-of-the-dot-com-is-making-way-for-the-rise-of-content/#respondTue, 20 Oct 2015 14:45:45 +0000http://mediacombeyondadvertising.com/?p=2735MBA's Libby Wright takes a look at how content can only be great if it works across the digital ecosystem...

To be clear, we’re not predicting another dot-com crash here – you won’t find us parading “The End is Nigh” banners down the streets of Silicon Valley.

No one would argue against the 800% growth in digital spending in 10 years, us included. In fact, we’re a firm advocate of it and the myriad of opportunities it provides us to be innovative in how we connect our clients to their audiences.

What I want to talk about is the fast-emerging trend of cross-platform content consumption, moving away from a single content hub, and the importance of recognising it within strategy and execution.

This is media planning five years ago. Driving to brand owned hubs or a campaign microsite. A ‘build it and they will come’ approach, which made complete sense when Google was the main gateway to content, easily controlled or influenced through search.

However, we know that for most brand activity (DM excluded) this is no longer the case. Search plays a role but consumer behaviours are now split across a multitude of social and curated platforms. Distribution is now about putting your content where people are – not expecting them to come to you.

And although most brands are embracing digital wholeheartedly, this latest shift can be a tough one to adopt as it challenges traditional concepts of planning and switches our focus to content itself rather than the platforms where it lives.

As marketers, we rarely want to admit that other things are more interesting than the brands we work with, but when those other things are Facebook and Twitter, we have to concede the point.

If we look at our own behaviours as we go about our daily lives, whether it’s the commute or filling time in ad-breaks, if we have a spare five minutes, for most people Facebook is our destination – and interacting with a piece of content is just something we do while we’re there. We don’t traverse the web and seek out content we go straight to our favourite places, Facebook, Twitter, Imgur or Tumblr, and consume vast amounts of content within these native platforms.

The evidence for this is in the data.

Publishing sites like BuzzFeed and The Economist are seeing a dominant share of content traffic coming through social, not to mention the way they’re seeing content travelling across platforms through content advocacy using mechanics such as shares and likes.

And we know it’s not easy to know how best to respond – encouraging people to spend more time on Facebook or Tumblr feels like you’re doing these Silicon Valley giants a favour by encouraging people to spend even more time with them, not to mention the potential compromise on brand attribution within non brand-owned environments.

But that’s not the case.

Content strategies, creation and distribution needs to be designed to live, and thrive across platforms, delivering a clear and consistent brand message as part of the content, we can make content work well in this new world.

For us, this is about building a system that recognises, adapts and leverages new consumer behaviour rather than fights against it. The new reality is not about where the consumer is when they consume your content – it’s getting them to consume your content at all. If that means meeting them where they are, that’s what we need to do.

And we’ve already made a start.

We have some clients who are doing amazing things in content across all industries as a result – check out our case studies on Bose, Shell Helix and VW to see what we mean.

Using an entry level Nikon DSLR camera, Nikon and The Telegraph’s partnership focused on the production of one amazing photograph, without any filters or post-production trickery. We wanted to create a modern twist on Salvador Dail’s classic ‘Dalí Atomicus’ and so ‘The Moment’ was born. ‘The Moment’ is a stunning image captured on the Nikon DSLR, involving an amalgamation of ballet dancers, roses, liquid nitrogen, a rifle and a significant amount of health and safety!

Nikon have already established their authority in photography through the ‘I Am Different’ campaign but wanted to build on this with content to inspire loyal smartphone photographers to buy their first DSLR with Nikon. Together, MediaCom Beyond Advertising have created a daring campaign which has honed in on the insight that people have an inherent curiosity to understand how something that appears impossible.

The campaign launched a week last Friday with online and offline teasers, using elements of ‘The Moment’, including slow motion films and behind the scenes footage, without revealing the final image. On Saturday 3rd, ‘The Moment’ was revealed on a coverwrap of Telegraph Magazine, and across all Telegraph platforms, supported by multiple edits of a ‘How We Did It’ film, viewable at www.telegraph.co.uk/nikon where visitors are also given the opportunity to win a new Nikon camera by entering the prize draw.

]]>The debate about who should make content for brands will run and run. There are good reasons for that, not least of which is that fact that you can approach content from so many directions. It’s one of the new grey areas of marketing where different types of agency from media to creative to PR to digital agencies compete directly against each other.

Increasingly, content is becoming central to communication strategies in order to fully engage with consumers. It is driving some of the best work around at the moment and I’m very proud that many of MediaCom’s recent wins at both Cannes and the M&M Global Awards earlier this month were content-led.

However, while I am bullish about MediaCom’s capability, I also feel it is important that work goes to the agency that is best placed to deliver it.

Growing the content opportunity means that the work has to go to the agency with the creative nous to deliver that form of content. Making or briefing digital films is very different to setting up and delivering a full advertiser funded TV programme. An agency might be able to do the former but not the latter, everyone needs to know what their limits are.

For media agencies to compete they can’t simply convert media people into content people; they need to employ experts who have actually been there and done it (both in-house and freelance) – producers, editors, copywriters and designers and so on all need to be part of the team.

But content marketing is also about more than just the content itself. Successful campaigns need to be integrated. They need to be effective in paid as well as earned distribution channels and those digital connections need to be co-ordinated with the more traditional media support and partnerships that might also form part of the campaign.

Clients are also leading the way or starting to adapt to content commissioning. Some have even gone so far as to create new roles within their marketing departments, such as chief curation or content officer.

However, for brands, and these new roles, the real challenge comes with integrating the advertising, media and digital leads to ensure they are working with the best partner whilst also delivering an integrated brief.

I believe that the very best content agencies of the future will be partly guided by the most forward thinking brands/clients, but also be defined by their ability to collaborate.

For example, we have recently competed with other retained agencies on a global client brief. Whilst the client has chosen our idea above the others, we are working in partnership with the other agencies to produce the project. For this client and brief it suits the client and all parties. I am not saying this will always be the case, but being open to working with other agencies and stakeholders in a way that can benefit the client and deliver the best work is the best way forward.

Put simply – content has recently been portrayed as the new battleground for agencies. Those agencies that have the best product and people have won the briefs to date and will be in pole position to win them moving forward.

However, having the confidence and bravery to work with partners including other agencies (but also more collaboratively with the client and wider stakeholders including media owners) will ultimately lead to the best results. Bose #listenforyourself is a perfect example of this where client, agency and media partners worked together to great effect.

]]>http://mediacombeyondadvertising.com/content-marketing-collaboration-results-james-morris-mm/feed/0Why the future of advertising is humanhttp://mediacombeyondadvertising.com/the-future-is-human/
http://mediacombeyondadvertising.com/the-future-is-human/#respondWed, 30 Sep 2015 10:13:25 +0000http://mediacombeyondadvertising.com/?p=2592Although technology is changing our world, its still a world populated by real life people. This means businesses need to increasingly consider their role in society in order to be successful...

]]>Our industry is an amazing place to be right now, and I’m enjoying it despite the many people bemoaning technology taking over our jobs; because I think ‘big bad business’ is actually increasingly human.

Gone are the days when corporations could just shout messages at people, nowadays brands need to have a real relationship with their customers and increasingly need to be contributing to society at larger to be successful. As in actually contributing, having a purpose and delivering on it. It’s no longer enough to say you’re sustainable or supportive, you have to be it – because people can see if you’re lying or stretching the truth.

Just look at Innocent, who are famous for positioning their brands around a greater social purpose. It comes across clearly in their marketing; their strap line is “tastes good, does good”. And they live up to this through their behaviour by investing considerable time and money into sustainable sourcing, including doing face to face meetings with all suppliers and paying a premium for fruit that has been certified by independent environmental and social organisations. Plus they give 10% of their profits to the charitable Innocent Foundation to help the worlds hungry.

Or take AmEx, who’ve invested in small local business through their ‘Shop Small’ movement, which provides support to small business through entry to the ‘Shop Small’ directory and map, downloadable marketing assets, and the potential to receive free online ad space. In addition the movement has gained buy in from senior business leaders in the UK, political figures and other brands, all of which helps the small business community. As a result, the most well-known element ‘Small Business Saturday’, generated a 20% increase in footfall to small shops YOY in 2014.

And then there’s the growth of smaller do-good-make-money brands, in particular in the ‘buy-one-give-one’ space, like Toms and Warby Parker (a US company that gives pair of glasses to people in need for every pair they sell).

This shift is good for society, but it’s also good for me because I get to work in content marketing and it’s an amazing, interesting, constantly-evolving arena right now. Content allows brands to tell stories, to connect with people at a small, meaningful, human level. On top of that, we have the ability now through content platforms and technology to tell those stories to groups of people who really care.

Technology in media may look like it’s going to rob us of our jobs, but as content, storytelling and meaningful connections become more important to brand success, I think our industry can only become more reliant on real people, not less.

Brands are working harder to engage with their audiences in ways their audiences want to be engaged with. Gone are the days of simply running a thirty second TV ad.

Our strategizing has gotten slicker, our knowledge of our audiences more in-depth and a little thing called the internet has come along and changed the way we all engage with the world around us. Now we can interact with our audiences in ways we would never have dreamed of even five years ago, making the future all the more exciting.

All this is very well – great, in fact, but it does mean a change in the media landscape.

Given the advancements proffered by the digital age all agencies face a challenge; change or face an unpredictable future. Thankfully, MediaCom has led the way in rising to the challenge and goes to prove that media agencies are, in fact, the future. By expanding our remit we are able to keep pace with this changing landscape.

We have the right access to platforms

Rather than making albeit great content and hoping for the best response, we have unrivalled access to platforms. We pride ourselves on building relationships with the right people, from media owners through to influencers, to get the best results for our clients.

We have diverse backgrounds

Due to the nature of our work and the set-up of MediaCom we have a huge array of people with different skillsets and experiences surrounding us. In MediaCom Beyond Advertising specifically we have writers, producers and social experts through to artists and graphic designers. We benefit from our team’s avid interests outside of work too, meaning a great array of disciplines are brought to every brief and every meeting, every time.

We are connected

We might have the right access to platforms but we also have access to the necessary insights into our audiences meaning we can tailor content that we know our audience will both love and engage with. What’s more, we have all the right people (remember the guys with the diverse backgrounds?) in the same building. Instead of trying to find the right people with the right specialisms they’re right here at our fingertips – we can access this fountain of knowledge in the time it takes to wander over to someone’s desk.

]]>http://mediacombeyondadvertising.com/three-reasons-why-media-agencies-are-the-future/feed/0‘Love your car’ with Shell and The Telegraphhttp://mediacombeyondadvertising.com/love-car-shell-telegraph/
http://mediacombeyondadvertising.com/love-car-shell-telegraph/#respondThu, 17 Sep 2015 15:50:44 +0000http://mediacombeyondadvertising.com/?p=2657To educate car lovers on the importance of using performance fuel, Mediacom Beyond Advertising partnered with the Telegraph and sought to explore editorial stories that bring the excitement and passion behind diesel performance fuel to life.

Shell were faced with the challenge of raising awareness and changing perceptions of their performance diesel fuel (Shell Vpower Nitro+ diesel). With the recent advancement of diesel technology, the modern diesel engine is unrecognisable from the chugging, smoke spilling diesels of the past. These new performance diesels need performance fuel.

Mediacom Beyond Advertising partnering with the Telegraph developed the concept of ‘love your car’. An 8 month long partnership featuring a wide ranging content series, including 6 bespoke videos, designed to Inspire, Inform and Involve motoring enthusiasts of all shapes and sizes.

The highlight of this content is an interactive racing experience with stunt driver and former ‘Stig’ Ben Collins.

Collaborating with 360 film specialists ‘Rewind’, The Telegraph produced a 360 degree driving experience showcasing the high performance of a modern diesel engine. The team rigged a BMW 640M with a cluster of cameras and microphones, Ben Collins then pushed it to its limits around Millbrook race track. Resulting in an experience that involves the user as if they were right there in the passenger seat with him.

The video series will also seek to inspire through exploring the lives and dedication of leading diesel motoring engineers, as well as inform by taking an in depth look at the processes, innovation and rigour that go into developing performance fuels at the Shell centre of excellence in Hamburg.

The video series is hosted on a new ‘diesel performance hub’ on the Telegraph.co.uk which also features 20 online articles launching over the course of the partnership. A competition also encourages users to tell us why and how they love their car with the opportunity to win £150 of Shell Vpower vouchers.

The Partnership will be live on the Telegraph.co.uk until April 2016.

Follow@weareMBAon Twitter for more news and information on the work we do

]]>http://mediacombeyondadvertising.com/love-car-shell-telegraph/feed/0MediaCom appoints Simon Jarosz as new Creative Director, as Shelby Craig sets up specialist division in L.A.http://mediacombeyondadvertising.com/mediacom-appoints-simon-jarosz-new-creative-director-shelby-craig-sets-specialist-division-l/
http://mediacombeyondadvertising.com/mediacom-appoints-simon-jarosz-new-creative-director-shelby-craig-sets-specialist-division-l/#respondWed, 09 Sep 2015 10:57:47 +0000http://mediacombeyondadvertising.com/?p=2634A global expansion of MBA sees Craig return home to L.A, as Jarosz takes over national role based in Sydney.

Jarosz, presently NSW AWARD School Head, started his career as a graphic designer, and soon rose through the ranks fulfilling roles such as Head of Interactive Design at McCann Worldgroup and Digital Creative / Art Director at Leo Burnett, Saatchi & Saatchi, Three Drunk Monkeys, JWT and VML.

Serving as a key and intrinsic hire for The Content + Connections Agency, the English-born creative brings with him a wealth of experience and an international resumé including award winning work for brands including Toyota, Lion Nathan and Novartis recognised with awards from Cannes, Spikes Asia, AWARD show, and D&AD amongst others.

Within Jarosz’s new remit as Creative Director, he will work closely with Gemma Hunter, Executive Creative Director & National Head of MBA Australia and Tom Robinson, Head of Content Strategy & Distribution, to lead the vision for MediaCom’s content product. Jarosz will be responsible for creative direction and production excellence for all MBA original and partnership content. In alignment with MediaCom’s positioning as The Content + Connections Agency, his focus will be to develop world class content ideas and innovation in content both nationally and globally.

Gemma Hunter, Executive Creative Director & National Head of MBA Australia said of Simon joining the team, “Simon is a fantastic hire and exactly what we needed to continue to drive product innovation for MBA in Australia. He understands all aspects of the creative process and is a true digital innovator. I am a massive fan of his style of work and I’m extremely excited to have him join our amazing team.”

Simon Jarosz, Creative Director said of his appointment, “This is a huge opportunity for me to become part of a fast growing, very successful team both here in Sydney and globally. I’m very excited to be taking over from Shelby who has done an outstanding job and to be working with Gemma and the team.”

As part of a global MBA expansion, MBA Australia’s former Creative Director, Shelby Craig, has returned to L.A tasked with the start up of MediaCom’s specialist content division, MBA, within the Californian based office. Craig’s responsibilities will include working closely with his North American and Global counterparts to establish a local content offering in MediaCom’s Santa Monica office. During his tenure will be tasked with creating and executing world class content for local and global MediaCom clients and also building great relationships with the creative and production talent in LA.

Shelby Craig, former MediaCom Australia Creative Director and current Partner, Creative and Content Director said, “I’m really pumped to be headed back home to California and to remain part of the MediaCom family. The team in the USA are already doing amazing work and I can’t wait to grow that offering on the West Coast. It’s great to be back in LA and working with the awesome entertainment and creative talent out here.”

James Morris, Global Head of MediaCom Beyond Advertising said, “We are delighted that we, as an agency, were able to facilitate Shelby’s move back home and to also retain a talent like his within the MediaCom family. He has, without a doubt, contributed an extraordinary amount to the success of MBA Australia since joining the team over four years ago. The Aussie team will miss him sorely, but I am positive Simon will do an excellent job in driving our department forward and will create innovative and world class work for our clients.”

Great work and content continues to be high on the agenda for MBA Australia this year. Crowned BEfest’s 2014 Content Marketing Agency of the Year, the specialist content division has continued its winning streak this year by receiving an array of accolades from global and regional awarding bodies. Part of a global team of over 600 content strategists, creators and distributors in 42 countries, MBA Australia was one of the first offices to launch outside Europe 5 years ago. It remains the most awarded MBA team globally and is the second biggest MBA department to date ahead of USA, China and Germany.

]]>http://mediacombeyondadvertising.com/mediacom-appoints-simon-jarosz-new-creative-director-shelby-craig-sets-specialist-division-l/feed/0What we can learn from Jess Ennis-Hill and Usain Bolt about pitching for new businesshttp://mediacombeyondadvertising.com/what-we-can-learn-from-jess-ennis-hill-and-usain-bolt-about-pitching-for-new-business/
http://mediacombeyondadvertising.com/what-we-can-learn-from-jess-ennis-hill-and-usain-bolt-about-pitching-for-new-business/#respondMon, 07 Sep 2015 11:42:40 +0000http://mediacombeyondadvertising.com/?p=2559SEE HOW THE WORLD CHAMPIONSHIPS HAS INSPIRED OUR MBA CONTENT LEAD, SUSIE DABBS, AND MADE HER REALISE THAT PREPARING FOR A PITCH IS A LOT LIKE PREPARING FOR A SPORTING EVENT..

My own sporting endeavours may only amount to a few weekly trips to the gym, but the recent World Athletics Championships have given me plenty of inspiration – and made me realise how preparing for a major sporting event is similar to the preparation required when working on a new business pitch.

There were two performances that really caught my eye.

Usain Bolt winning the 100m men’s final and Jessica Ennis-Hill getting gold in the women’s heptathlon showed that, no matter how many people write you off and no matter how many challenges you face, you can achieve your goals.

MediaCom Beyond Advertising are a big part of three important pitches coming up and their performances have given me the positivity to think that we can smash them and help our clients to understand their journey, why they should be producing great content and the outcomes and results they will get from using it within their system this year.

But more than that, it made me think about how sport and advertising have changed in the past few years and how data has helped both disciplines become more refined and targeted.

Until recently, preparing for a sporting event used to involve little more than constant practise and dedication to the sport and technique. However, an increase in the amount of data available to coaches and teams mean it’s now about targeted training, individually tailored diets and cutting edge psychology and marginal gains.

Similarly, constructing an advertising campaign used to be based on gut-feelings, vague demographics and who shouted the loudest in meetings.

Now, thanks to a huge increase in the amount of data available to us we can create highly targeted campaigns with robust KPIs that can deliver tangible results for our clients.

This is something that is central to the way we work at MBA. Great creative can only come from truly understanding who we are speaking to, which is why the creative process only starts when we have as much data as possible.

Of course, an increase in the data available to us doesn’t always guarantee success.

There will be pitches lost because a client may prefer another agency’s idea, just as Ennis-Hill or Bolt will occasionally come off second best by the odd hundredth of a second because another athlete was better on the day.

However, we’re putting ourselves in the best possible position to let our creativity come to the fore, produce amazing content for our clients and win new business – just like the advanced training and diet gives the likes of Ennis-Hill or Bolt the chance to show just how brilliant they really are.

With the ever-increasing capabilities of smartphones and editing apps, Nikon are facing the challenge of competing with inferior cameras which are far more accessible. The ability for users to snap pictures on the go, and upload straight to their social community, makes the once desirable DSLR seem a little redundant.

To combat this, Nikon and Factory Media have created a three-month partnership to stimulate avid smartphone photographers with content that could only be captured on a DSLR through passion and living the experience.

To inspire smartphone photographers to upgrade and realise the power of DSLR, Factory Media are creating six pieces of short-form video content. The series showcases a range of action sports from surfing in Cornwall to mountain-biking in Chamonix, telling the story of the photographer behind the lens, exposing the lengths and journeys they undertake to achieve their perfect shot.

The video series is housed on the Nikon and MPora hub with new content released over the course of three months, with teaser 30” edits and shoot images trailing to the hub. Once there, users can watch more content on each photographer including an Essentials video edit, peruse the image gallery from the shoot and read an exclusive interview with the photographer.

Outside of the content, Mpora and Nikon have launched a competition on the hub to find the UK’s next big action sports photographer. Users are encouraged to enter an action sports photo with the #iamdifferentinspire to be in with a chance of being one of five winners securing a top of the range Nikon kit to then be assigned a photography challenge which will give the grand winner the action sports photography trip of a lifetime.

The competition closes 13th November 2015, with the hub remaining live until the end of November. Watch out for the Nikon and Telegraph partnership coming soon.

Follow @weareMBA on Twitter for more news and information on the work we do

]]>http://mediacombeyondadvertising.com/different-nikon-factory-media/feed/0MediaCom & Queensland Government heightens urgency of fire safety with a new life saving campaignhttp://mediacombeyondadvertising.com/mediacom-queensland-government-heightens-urgency-fire-safety-new-life-saving-campaign/
http://mediacombeyondadvertising.com/mediacom-queensland-government-heightens-urgency-fire-safety-new-life-saving-campaign/#respondMon, 24 Aug 2015 15:47:21 +0000http://mediacombeyondadvertising.com/?p=2153MediaCom and Queensland Government have teamed up to help make sure Queensland residents are safer in their homes...

Partnering with Queensland Governments’ Fire & Emergency Services (QFES), MediaCom has created Home Fire Safety; a campaign that seeks to encourage Queensland residents to prepare and practise a fire escape plan. Launched on Monday 22nd June by Minister for Police, Fire and Emergency Services and Minister for Corrective Services, The Honourable Jo-Ann Miller, the campaign’s objective is to save lives and to ensure everyone in the household knows what to do.

Having identified that only 63% of Queenslanders regularly check their fire alarm batteries and just 13% practised or had a prepared fire escape plan, MediaCom’s specialist division, MediaCom Beyond Advertising (MBA), created two interactive videos to help Queenslanders recognise the consequences of a household fire and the importance of having a prepared fire escape plan. Launched via paid media activity across Queensland statewide, this is the first time QFES has used interactive videos which act as the campaign’s key message; ‘Get out, fire about!’.

At the official launch yesterday, Minister Miller said, “By making people aware of the importance of having a well-practiced fire escape plan, we can empower people to help save their own lives as well as the lives of their loved ones.We hope this campaign will start conversations about escape plans and assist Queenslanders in their preparations for a fire in their home.”

Home Fire Safety sees QFES partner with MBA for a second time in less than a year. Working in collaboration with production company Now We Collide, MBA produced two interactive videos targeting two household groups; families and shared households. Contained video content (shot from a first person POV perspective), reflects realistic fire situations to ensure residents realise the importance of a prepared and practiced fire escape plan, and in turn, how preparation can save lives.

Nicole Boyd, Managing Director Brisbane said, “We thoroughly enjoy the long standing relationship we have with Queensland Government, as it enables us to approach campaigns in new and innovative ways which as a result, help address important issues and behavioural change. We are proud of the work we produced in collaboration with QFES as Home Fire Safety uses interactive videos to demonstrate the importance of having a fire escape plan.”

Recognised and respected by the industries best, this campaign see’s MediaCom and MBA continue on the path of behaviour change with Queensland Government having successfully launched another QFES campaign for a Bushfire Survival Plan last year, which encouraged people and families living in high-risk areas to plan and prepare for the bushfire season.

Innovative and award winning work continues to be high on the agenda for MediaCom this year. Proof of this, the Content & Connections agency were awarded gold, silver and bronze awards at both The Festival of Media Global and Asia Awards.

CREDITS

MediaCom Beyond Advertising (MBA):

Gemma Hunter – Executive Creative Director / Head of MBA

Shelby Craig – Creative Director

Taylor Thornton – Copywriter

Alastair Anisimoff – Content/ Seeding Executive

Josh Butt – Head of Production

Tessa Wood – Content Director

MediaCom Brisbane:

Nicole Boyd – Managing Director

Justine Prentice – Director, Client Communications Planning

Michael Liu – Manager, Client Communications Planning

Now We Collide:

Ryan Bodger – Director

Bhavna Patel – Producer

Evan Papageorgiou – DOP

David Trethevey – Special Effects

Queensland Fire & Emergency Services (QFES):

Kevin Reading – Manager of Community Engagement

Public Safety Business Agency (PSBA):

Troy Davies – Media Director

Matthew Rigby – Communication Manager

Peter O’Halloran – Communications Manager

Herman Tang – Senior Communications Manager

Follow @weareMBA on Twitter for more news and information on the work we do

]]>http://mediacombeyondadvertising.com/mediacom-queensland-government-heightens-urgency-fire-safety-new-life-saving-campaign/feed/0Insight Work that Workshttp://mediacombeyondadvertising.com/insight-work-works/
http://mediacombeyondadvertising.com/insight-work-works/#respondTue, 18 Aug 2015 13:42:10 +0000http://mediacombeyondadvertising.com/?p=2514Insight work is what grounds a great idea and makes sure that it hits the mark, that it solves a problem, and that it’s actually valuable to the client.

It’s used weekly, whether it’s at work in a stretch, during a client presentation, or at home on a Sunday when your housemate says “why don’t we just order a pizza?” – but good ideas can’t exist without a human truth behind them, without an insight.

Insight work is what grounds a great idea and makes sure that it hits the mark, that it solves a problem, and that it’s actually valuable to the client.

The problem is, within the advertising industry, the importance of insights and proof points can be overlooked, especially when the idea is big, flashy, and has a lot of people excited.

Most people in the industry will have come across some big campaigns for big brands where the insight is little more than conjecture based on the personal experiences of those in the room: “Antiques… People love antiques. We asked around the office and most people we spoke to agreed… Our creative director even went antiquing in France over the weekend. That’s why we’re launching a pop up antique bar for your battery brand…”

We need to remember how disconnected many of us are by working in the industry we do. We think differently. And just because we think something is a good idea, or something is true for us doesn’t mean it really is for the target audience we’re trying to connect with – with the array of data at our fingertips you can find a proof point for just about anything if you need to.

But these proof points need to be real truths. Real consumer research, so they’re not just insights that serve the purpose of selling the idea we like.

Here’s some insight work that I find powerful, that are strong and have been the foundation for some GREAT ideas. Ideas that couldn’t live and prosper without them.

Tribord – The Worst Drink in the World (Rosapark)

This one isn’t an everyday campaign, and it’s not often a brief like this will fall into your lap – but the insight stands. People don’t like to drown.

The insights need to come first. Using diligent insight gathering before the creative development leads to the kind of work that delivers big results – whether on multimillion pound advertising campaigns or deciding what pizza to have on a Sunday evening.

Follow @weareMBA on Twitter for more news and information on the work we do

]]>http://mediacombeyondadvertising.com/insight-work-works/feed/0Rugby World Cup – What does it mean for brands?http://mediacombeyondadvertising.com/rugby-world-cup-mean-brands/
http://mediacombeyondadvertising.com/rugby-world-cup-mean-brands/#respondFri, 14 Aug 2015 13:55:47 +0000http://mediacombeyondadvertising.com/?p=2497On the eve of the Rugby World Cup, how can brands engage sporting fans?

In the UK we are fortunate to play host to some of the world’s greatest sporting events and leagues and it can be easy to become complacent as a sport fan as to just how lucky we are.

The UK is home to the Premier League, Wimbledon, The Open Championships and enjoyed huge success around the 2012 Olympic Games so we can be forgiven for somewhat casting a shadow over the 1991 Rugby World Cup which was the last truly global sporting event we had hosted with some degree of success.

On the eve of the 2015 Rugby World Cup we think it’s time to celebrate one of the largest sporting competitions on the planet coming to our shores. So far fans and the media could be guilty of a general feeling of indifference or apathy towards the World Cup because we’ve done it all before – no big deal – but brands here in the UK should not be fooled and see this as a huge opportunity.

With over 2.45 million tickets sold, this World Cup has already cemented its place as the most supported in history. In fact, according to a recent TGI survey there are 10.1 million adult fans of rugby in the UK, with the majority of these fans labelled as ABC1 – a highly appealing and typically expensive demographic for brands to communicate with.

So with just under 50 days until kick-off, there is still time for brands to get involved and develop ways to engage with what will undoubtable be the biggest and most talked about sporting event of the year.

The Official Sponsors have already started their campaigns – Coca Cola are working with World Cup Winners Jason Robinson and Natasha Hunt to launch their biggest ever rugby promotion to encourage participation, while Land Rover are emphasising their grassroots involvement and flair for the dramatic through ambassador led video content and high impact stunts.

Additionally, Emirates Airlines are recruiting for official flag bearers and looking to fuel social engagement, while Heineken have recently announced that they are pushing half of their annual marketing budget into the six week event, creating a global campaign featuring Jonah Lomu and John Smit, and launching a Heineken Rugby Studio at Twickenham to produce preview and review shows featuring Will Greenwood.

Home nation sponsors arguably need to work harder to cement their association when the games kick off as, due to tournament rules, all shirts that the players run out onto the pitch wearing must be clean of sponsor branding. This has big implications for those brands who have spent big budgets to secure front of shirt sponsorships.

O2, arguably one of England’s most successful rugby sponsors of the last twenty years, will be one such brand whose logo will be wiped from the front of beloved England shirt it usually adorns when the players run out on 18 September.

However, so ingrained is O2’s longstanding association with England Rugby that the tangible and intangible benefits will continue, even throughout enforced black-out periods. Case and point – despite a lack of visual exposure on the 15 England shirts on the pitch, O2 will continue to reap the rewards through branding that will be plastered around the stadiums in the form of thousands of England fans wearing O2 branded replica kits across England.

The brands #Weartherose campaign has been a clever way for the brand to not only tap into the emotional passion of the fans to get behind their team but also ensure that 80,000 fans at Twickenham will be wearing their branded replica shirts. Dove and BMW are more England team sponsors who have been building their rugby fanbase and will continue to do so over the next eight weeks.

It is that longevity of association which will help brands like O2 develop the most genuine credibility and authenticity and not lose out to tournament sponsors with bigger wallets.

Official sponsors of AVIVA Premiership Rugby will also have opportunities to communicate to fans and potentially capitalise on a wealth of new fans of the game. Using their earned credibility through existing Premiership assets – club player imagery and content – with an intelligent and planned approach can reap great rewards throughout key moments of the tournament.

For brands not already involved in rugby, hope is not lost. As the 2014 FIFA World Cup proved, brands can make an impact without securing any official rights, but reaction time is key.

“There is always a big spike in conversation and engagement when major events like the World Cup come around”, says Misha Sher, Head of EMEA at MediaCom Sport.

“The most successful brands plan their content strategy well in advance, often anticipating the big moments to put themselves at the heart of the conversation.”

With so little time before the tournament begins, official rights will be difficult to secure, but intelligent strategic planning and creative execution can result in memorable impact, sometimes better than the sponsors themselves.

London 2012 was a success because is engaged with every single Briton in some way, and brands would be foolish not to expect similar results next month when one of the world’s truly great sporting events kicks off – as World Rugby say themselves, this tournament really will be “Too Big To Miss”.

]]>http://mediacombeyondadvertising.com/rugby-world-cup-mean-brands/feed/0Scope, Channel 4 and MBA present ‘End the Awkward’http://mediacombeyondadvertising.com/scope-channel-4-and-mba-present-end-the-awkward/
http://mediacombeyondadvertising.com/scope-channel-4-and-mba-present-end-the-awkward/#respondWed, 12 Aug 2015 11:20:46 +0000http://mediacombeyondadvertising.com/?p=2483More than two thirds of people feel awkward around disability as a result of not enough people knowing or interacting with disabled people.

Scope, the leading UK disability charity have embarked on a journey to ‘End the Awkward’ between disabled and able bodied people.

To tackle this, Scope have partnered with Channel4 and production company 2LE Media to produce six pieces of short form content. The series shows a range of everyday situations where the unsuspecting public are subjected to incredibly awkward situations between disabled and non-disabled people. They all feature Scope brand ambassador and disabled presenter Alex Brooker and approach the sensitive topic of disability with humour.

The episodes will exclusively sit on All4 until end of August and then they will be seeded via YouTube and Facebook from September until October this year.

Whilst we’re very excited about the release of the films, from a media point of view they represent the first time C4 has developed original content for their 4 Shorts platform with an advertiser in isolation, rather than being an existing sponsorship partner. The campaign will be supported by co-branded broadcast ads on C4 and E4, as well as VOD pre rolls, two homepage takeovers and mixed banner formats across the C4 site.

Outside of the extensive media support, the campaign has picked up some good PR, with presenter Alex Brooker appearing on BBC breakfast to talk about the shorts. ITV & C4 News also picked up on the story.

]]>http://mediacombeyondadvertising.com/scope-channel-4-and-mba-present-end-the-awkward/feed/0'I Can Hear Things Others Can't' Silent Disco with Sonyhttp://mediacombeyondadvertising.com/i-can-hear-things-others-cant-silent-disco-with-sony/
http://mediacombeyondadvertising.com/i-can-hear-things-others-cant-silent-disco-with-sony/#respondMon, 10 Aug 2015 10:09:40 +0000http://mediacombeyondadvertising.com/?p=2441The second of three Time Out partnership events as part of the Sony Mobile #ICan campaign has taken place in London...

To highlight the superiority of the Xperia Z3 ’s high-resolution audio, MediaCom Beyond Advertising partnered Sony with Time Out to create a ‘High-Res Silent Disco’ at the historic Wilton’s Music Hall.

More than 320 competition winners attended the Wilton’s Music Hall event from more than 700 entries – as well as journalists, hard core Xperia fans and even the odd celebrity.

The event was picked up across multiple media platforms and saw three DJs using the Sony Xperia Z3 to battle for popularity whilst everyone belted out ballads, hip-hop tunes and indie classics behind the safety of their headphones.

Sony ‘Hear the Difference’ listening booths were also at hand to allow attendees the opportunity to experience High-Res casino Audio and get the chance to win a free cocktail and space in the VIP room with Time Out resident DJ Oliver Keens.

The night came to a close with a spot competition announced to the participants over the headphones calling for the bravest and best dancers to battle it out for a chance to win a handset and headphones on the spot.

This fantastic event showed just how a connected system can benefit clients and generate brilliant coverage.

The third event will be the 48hr movie marathon at the House of Vans in partnership with Rooftop Film Club on the 21st-23rd Aug.

Follow @weareMBA on Twitter for more news and information on the work we do

#charcoalselfies campaign created to heighten awareness of Biore Charcoal Spa at popular Byron Bay music festival.

On behalf of skin care specialists KAO Australia, MediaCom Melbourne has created The Bioré® Charcoal Spa #charcoalselfies; a pop up beauty salon staged in the popular music festival, Splendour in the Grass. A first time experiential campaign executed by KAO Australia and MediaCom, the campaign targeted female festival attendees to enjoy a free mini facial and trial the Bioré® Skincare range first hand in the comfort of a spa haven amidst the hustle and bustle of the annual event.

Challenged with increasing awareness of Bioré® Skincare, and to grow fans on Instagram, #charcoalselfies effectively created heightened social media buzz seeing festival go-ers share images of their glowing skin and experience within Splendour in the Grass’ sanctuary of calm and freshness.

Contributing to bringing the experience of the brand to life for the audience, an Instagram and Facebook competition were also created where individuals were asked to share their best festival look selfie to win VIP passes to the festival. Across the three days, the Charcoal Spa was completely booked out and delivered 200+ 15 minute facials. Working with Get Glossy and AWPR, the campaign also generated consumer PR and blogger coverage from the event featuring in Cleo, Dolly, on Facebook and Instagram and a film from The Biorè Charcoal Spa has since been seeded with beauty influencers.

Anny Havercroft, General Manager, MediaCom Melbourne said, “The beauty category is incredibly competitive and we spotted an opportunity outside the typical connection environments to add value to festival-goers. We were delighted to create content and experiential for Biorè at Splendour in the Grass this year, the Bioré Charcoal Spa was a welcome addition to the festival experience, creating moments of freshness amongst the festival madness.”

Kristina Dimovska, Brand Manager, Kao Australia, ‘We are proud to be associated with Splendour in the Grass 2015. This is the first time that Bioré Skincare has partnered with Splendour in the Grass and we are thrilled with how successful the event was. Our collaboration with Splendour in the Grass and the execution of the event by Mediacom was paramount to the event success.”

]]>http://mediacombeyondadvertising.com/mba-biore-create-a-spa-haven-for-splendour-in-the-grass-festival-go-ers/feed/0Why defining the role of branded content is so vitalhttp://mediacombeyondadvertising.com/branded-content-defining-role-opt-in-brands-native-advertising/
http://mediacombeyondadvertising.com/branded-content-defining-role-opt-in-brands-native-advertising/#respondMon, 03 Aug 2015 08:44:43 +0000http://mediacombeyondadvertising.com/?p=2371Content. Everyone’s talking about it, lots of people are doing it, but only a handful are doing it well...

]]>The advertising industry seems to have got caught up in ‘the Emperors New Clothes’ syndrome when it comes to content – jumping in without pausing to think about the role content should actually play for a brand based on the category they operate in and the audiences they are trying to reach.

Naturally we believe there is a role for branded content within almost all of our clients’ communications systems – and that role is likely to become more prevalent in the coming years as linear media consumption continues to diminish.

In a world of app-based entertainment access (the majority of which are subscription and not advertiser funded such as Netflix and Spotify) and digital ad avoidance software, we’re approaching a future where all advertising is going to be opt-in, making branded content the norm.

It’s paramount we begin to understand the true role that content plays in our brands’ communication systems.

That starts with a simple understanding that different content can serve different consumer mindsets – not everything is about the next ‘viral’ sensation (yes, we’re still reading that word in briefs) and therefore content can effectively address different communications objectives.

It’s our job to understand the way our clients’ communications systems thrive and what content is most appropriate to use.

This means examining the dynamics of the categories they operate in; how do people shop the category? Is it rationally or emotionally? Is it in-depth or superficially? Is it daily or once a decade? Are they engaged or apathetic? From this we can begin to say what role content will play.

For example, if I’m buying loo roll (low interest, high frequency category) chances are I’m not going to spend too much time doing diligent research into the backstory of the different loo roll companies out there – I’m just going to use a latent knowledge of brand and probably price promotion at the point of sale to make my decision to purchase. The role of content is therefore to try and drive that latent brand image.

Conversely, if I’m buying a pair of headphones (high interest, low frequency category) chances are that I’ll have a shortlist of appealing brands that I’m initially predisposed to. I’ll then probably do some research around reviews and quite possibly different purchase channels.

The role of content here may be much more about becoming part of the fabric of the category to aid initial brand favorability but to also to provide salient information at key moments.

All this thinking and research is then set against the target audience’s consumption habits and our content framework to determine exactly what the content is required.

Is it big-ticket awareness driving content; an experiential stunt, a hit YouTube video or an ad-funded telly programme designed for wide-scale appeal? Is it about engaging more deeply with a specific section of the audience we can identify as predisposed to our message? Or is it simply information based? Ensuring our stories surface when we can identify category intent.

Of course the advantage of being part of a broader communications agency – well versed in all forms of communications – is that sometimes content is not the answer.

That means we can always be confident we’re genuinely making the best recommendations for our clients’ business rather than peddling The Emperors New Clothes.

In the future, opt-in branded content will simply be viewed as good advertising. Now is the time to be asking us ‘what’s the role of content for my brand?’

Follow @weareMBA on Twitter for more news and information on the work we do

]]>http://mediacombeyondadvertising.com/branded-content-defining-role-opt-in-brands-native-advertising/feed/0New brief? Why not embrace your inner hipsterhttp://mediacombeyondadvertising.com/new-brief-not-try-embrace-inner-hipster/
http://mediacombeyondadvertising.com/new-brief-not-try-embrace-inner-hipster/#respondTue, 21 Jul 2015 11:10:35 +0000http://mediacombeyondadvertising.com/?p=2268Have you heard that joke about Hipsters? You know the one... "Why does a hipster always burn their mouth when they drink coffee? Because they drank it before it was cool..."

We’ve all heard the line – “I liked that artist before anyone else knew who he was”, “I remember this pub when it was a dive no one came to” etc, and most of the time we roll our eyes and wish they would stop being so pretentious… But, when it comes to social platforms, could the hipsters be right?

It’s always a dilemma when developing content strategy for a brand on whether to invest and set up on an evolving social platform. We know that it can take time, it’s often unproven, has limited scale and as a result has no guarantee of impact or success. As proposals go, that’s not a tempting route for strategists or planners anywhere and definitely not an easy sell to the client.

But wait. The hipsters out there say not-yet-cool stuff is awesome? What’s so amazing? And can it work for us?

Authenticity. Being part of something that is forming organically means being surrounded by authentic voices and communities – real people being innovative, creative and part of something new. That’s not a bad place for a brand to be – it shows them to be progressive, open and forward thinking; getting involved and getting closer to consumers.

If this fits with the brand’s values and ambition then this has the potential to be an incredibly powerful part of our content strategy. But, that’s a very important “if”. To successfully integrate into these fledgling communities brands must have an authentic brand voice and be credible. That means respecting the environment and playing by the rules. No one likes the guy who turns up to a casual celebration dinner with friends wanting to debate politics and the current state of the Greek fiscal system…. Don’t be that guy.

Involvement & influence. It’s not just about being there – it’s about actually getting the opportunity to help mould and evolve the platform. Early adopters can try new things, feedback on design and usability and ultimately help influence the evolution of the community.

It’s a bit like going to a gig – sometimes you can forget that the artist is getting as much of a kick out of you being there as you are and, although you could stand there absorbed in the music, the louder you applaud for your favourite song the better the feedback for the artist – you never know, it might make that song their debut release and that’s pretty awesome.

So when considering new platforms, investment in that community is often a two way street with benefits for both sides in having brands curate a presence there – we just have to ensure that we are making the most of that by promoting dialogue and feedback between platforms and brands.

Your consumers are there. Even if it’s just a small group – recognise that early adopters are often influencers among their peers and that makes them valuable. Getting involved with a platform early means being able to discover who they are, what they like and how they’re behaving. This is especially important for brands looking to align with an influential youth audience and leverage peer-to-peer platforms or recommendations.

Even if they’re not your consumers, understanding what platforms are getting traction or growing gives us insight on how a generation might be adapting. It’s worth paying attention. We might learn something interesting that can be applied to a brand at a later date.

You get to play. Emerging platforms offer new ways of representing your brand or telling your story. It might be an amazing opportunity to take on a different tone of voice, show a different side or reach a new set of people and in this ever evolving world we shouldn’t shy away from that kind of experimentation, especially if our strategy involves telling new stories or representing our brand in a different way.

Just take a look at GE who chose tumblr as a key platform for their content strategy recognising that they could present a more varied and fun persona in this environment, as well as tapping into longer platform dwell times.

And finally, first come, first served. If it does grow, if the platform is the next Snapchat, Periscope or WeChat, you will already have a presence and a voice. You’ll be there and be ready and, whichever way you look at it, that’s a competitive advantage. If you want to see what this looks like, check out Jamie Oliver, Starbucks and Burberry on Instagram – some of the first to the platform, with a well-defined voice, who have really benefitted from being there early by establishing a following which they can now leverage to full effect.

So when you’re looking to develop your next content strategy, consider which platforms to invest in next and where to build out your brand presence, maybe embrace your inner hipster and try something unproven and new. (Lumberjack beard/ pipe/ checked shirt/ tattoos/ pretentious coffee not required.)

]]>MediaCom Beyond Advertising have picked up three awards at the 2015 Cannes International Festival of Creativity.

MBA Germany bagged a silver award for their work as lead agency on Dell’s ‘Revenge of the (IT) Nerds’ in the Business Products & Services category.

Meanwhile, there were two bronze awards for MBA UK, thanks to brilliant work on Bose’s ‘Better Content Through Data’ campaign and Shell’s ‘Power of Sport’ activation.

MediaCom as a whole captured six awards making us the top performer across all global media agencies.

Worldwide Chairman and CEO of MediaCom, Stephen Allen said: “With the Cannes Lions competition raising the bar year after year, this is a phenomenal performance, and I could not be more proud of our teams around the world.

“These wins, coupled with numerous other awards we’ve received this year, are proof that our creativity, commitment to systems thinking and exceptional client relationships have enabled us to deliver the highest standard of work in the industry.”

]]>http://mediacombeyondadvertising.com/cannes-lions-2015-mediacom-beyond-advertising-picks-three-awards/feed/0What does native content mean?http://mediacombeyondadvertising.com/what-does-native-content-mean/
http://mediacombeyondadvertising.com/what-does-native-content-mean/#respondTue, 16 Jun 2015 13:43:36 +0000http://mediacombeyondadvertising.com/?p=21212015 has been heralded as the year of native content

So just how did this style of advertising come about and what does it even mean?

Native advertising came about because of people’s banner blindness. Over the last decade, we have all become desensitised to skyscrapers, leaderboards and 300×250 formats. Advertisers had to find a way to connect with the consumer in a more natural and personal way, and so, native advertising was born.

Native advertising is essentially a form of paid media where the ad experience follows the natural environment and user experience of the platform. Buzzfeed, with its belief that advertiser content can and should be as interesting as the editorial, popularised the native ad format. On social media, it is a promoted tweet on Twitter, a Facebook ad in the news feed, a sponsored update on LinkedIn, a promoted pin on Pinterest and Instagram’s native ad product.

In 2013, the IAB published a playbook on native advertising to provide a framework for thinking about and discussing native advertising options. At the time of its publication, six types of ad units were identified as the most commonly deployed. They are In-Feed Units, Paid Search Units, Recommendation Widgets, Promoted Listings, In-Ad (IAB Standard) with Native Element Units and Custom /”Can’t Be Contained”.

According to research from IPG media lab, 32% of respondents said the native ad “is an ad I would share with a friend of family member” versus just 19% for display ads. Consumers also looked at editorial content and native ads for a similar amount of time.

When brands choose to partner with a publisher, platform or digital influencer, the key is to understand the publisher/platform/digital influencer’s natural environment. The brand needs to fit into this context. Every publisher will also have its own set of guidelines for native content. There is no one size fits all solution.

The possibilities of native content partnerships are limitless. As consumer behaviour evolves, so will these native content providers. They have to if they want to continue to attract the sizeable audience that currently visits their site. Measurements will also improve and the storytelling will evolve.

The one thing that won’t change, and must never change, is transparency (so consumers know that the content is paid for) and the quality of the content.

]]>http://mediacombeyondadvertising.com/what-does-native-content-mean/feed/0Periscope: how brands can harness live streaming in an on-demand worldhttp://mediacombeyondadvertising.com/periscope-brands-can-harness-live-streaming-demand-world/
http://mediacombeyondadvertising.com/periscope-brands-can-harness-live-streaming-demand-world/#respondMon, 08 Jun 2015 15:42:44 +0000http://mediacombeyondadvertising.com/?p=2101Following on from our successful Periscope activation with Selfridges, we take a look at how live streaming can help brands tell their story…

]]>Twitter’s Periscope has been around since the end of March and, while it hasn’t exactly taken over our feeds, it does provide an interesting proposition for brands wanting to engage with people in a live environment.

We used the app to live stream a Q&A and make-up tutorial with influential beauty vlogger, Anna from Vivianna Does Makeup, with the footage later being cut into a shorter video to be hosted on Selfridge’s YouTube channel.

However, whilst the use of live streaming for this activation tied in perfectly with the idea of changing work patterns and allowed Anna’s already engaged followers to post live comments, Periscope and other apps such as Meerkat should only be used when it will enhance a campaign – and that may not always be the case.

Tord Sollie, Content Director at MBA Norway agrees, he says: “Perhaps the most obvious obstacle to live streaming becoming a central cog in any campaign is the way people’s video consumption has changed in recent years.

“On-demand video and television is more popular than ever and people are used to watching things when and where they want to. A lot of us don’t want to have to watch something when we’re told.

“However, live streaming apps can certainly bring an added benefit to campaigns – but as a supplementary channel rather than the main one.

“I’m a big sports fan and that’s one area that I really see it working in. For example, a live stream of what is happening in the tunnel and changing rooms at half time in the football, or being able to see what an extreme sport participant sees as they jump off a cliff or race down a mountain would work incredibly well in a second screen environment.

“Red Bull have shown that it is possible to get people engaged in live streaming with their Stratos campaign and it is a very interesting area to explore.

“But, as I said, it will only work as part of an overall connected system and, if there is no clear plan about what it’s expected to achieve or what will happen to the content after it’s been produced, then it will add very little value.”

Follow @weareMBA on Twitter for more news and information on the work we do

]]>To launch the Taco Bell Quesarito in Canada in EPIC style MediaCom Beyond Advertising partnered with Collective Digital Studios and YouTube juggernaut: Epic Mealtime (7 million+ subscribers) to create a brand-inspired video that is authentic, really funny, puts the Quesarito in a starring role and is already a big success with over 500,000 views on YouTube and Facebook.

Also impressive for branded content is how positively viewers are reacting to the video with over 10,000 Likes. But don’t take our word for it: Watch it. Then Like it. Share it. Go eat a Quesarito.

]]>http://mediacombeyondadvertising.com/tacobellemt/feed/0‘Three things’ with Morten Kristensen and MBA Denmark: distribution, programmatic and the Chicago Bullshttp://mediacombeyondadvertising.com/three-things-morten-kristensen-and-mba-denmark-distribution-programmatic-chicago-bulls/
http://mediacombeyondadvertising.com/three-things-morten-kristensen-and-mba-denmark-distribution-programmatic-chicago-bulls/#respondTue, 26 May 2015 14:25:28 +0000http://mediacombeyondadvertising.com/?p=1993MediaCom Denmark CEO, Morten Kristensen, talks about the challenges that 2015 has presented – including how best to distribute the great content we produce and how to get over the Chicago Bulls losing in the NBA Playoffs…

]]>The post ‘Three things’ with Morten Kristensen and MBA Denmark: distribution, programmatic and the Chicago Bulls appeared first on Mediacom.
]]>http://mediacombeyondadvertising.com/three-things-morten-kristensen-and-mba-denmark-distribution-programmatic-chicago-bulls/feed/0The Festival of Media Global Awards: MBA picks up five winshttp://mediacombeyondadvertising.com/festival-media-global-awards-mba-wins-five-awards/
http://mediacombeyondadvertising.com/festival-media-global-awards-mba-wins-five-awards/#respondWed, 13 May 2015 15:13:45 +0000http://mediacombeyondadvertising.com/?p=1979It was a successful evening in Rome for our teams from Germany, Norway and Australia...

]]>MediaCom Beyond Advertising have won five gongs at the 2015 Festival of Media Global Awards

MBA Germany picked up two gold awards for their Dell, Take IT Easy campaign (Best Targeted Campaign and Best Community Development).

MBA Norway and Australia won silver awards for their work on Babyshop embraces Showrooming (Best Targeted Campaign) and Your Future Is Not Pretty (Best Event/Experiential Campaign) respectively.

MBA Australia also bagged a bronze for Best Entertainment Platform following the success of their Devious Maid Gets Busted campaign for NBC Universal.

The awards come after MediaCom as a whole were nominated for an impressive 35 awards across 17 categories, making us the most nominated media agency network.

MBA Global Head, James Morris, said: “The most impressive thing about these nominations and wins is how they come, not from a select few markets, but from markets around the world.

“The creativity and innovation shown by our teams has been fantastic.

“It shows how our ability to strategically integrate content across the globe is helping our clients. It’s even more encouraging as all this work came as a result of MediaCom’s repositioning as a Content + Connections agency.”

]]>http://mediacombeyondadvertising.com/festival-media-global-awards-mba-wins-five-awards/feed/0How the Royal birth and General Election played out on Twitterhttp://mediacombeyondadvertising.com/royal-birth-general-election-played-twitter/
http://mediacombeyondadvertising.com/royal-birth-general-election-played-twitter/#respondFri, 08 May 2015 09:00:18 +0000http://mediacombeyondadvertising.com/?p=1970Vanessa Mullarkey takes a look at the brands that jumped on the week's biggest bandwagons and those that just jumped the shark…

]]>Real-time advertising is nothing new – but the pressure on brands and agencies to react to the unpredictable and be prepared for the predictable is increasing. Brands want to be involved in the biggest news events and get their message across in a unique and engaging way.

So the past week was the perfect time for them to show off their reactive advertising chops around the birth of the Royal baby.

Brands throughout the UK were quick to use the birth of the latest Royal baby, Princess Charlotte, to promote their products and services, and it’s already being reported that the arrival of the new Princess has already added £80million* to the UK economy.

A range of brands took to social media to congratulate Kate and Wills on the birth of their daughter and share their message– some of slightly more naturally than others.

Using the hashtag #RoyalBaby each brand followed the theme of ‘congratulations’, but put their own mark on things.

Beats by Dre added some comedy value to their post, as did Tesco with their name suggestion that was published before the Princess’s name was officially announced. Other companies such as British Airways kept a more serious, informative approach but have managed to keep the post engaging and, of course, quintessentially British.

The hashtag amassed mentions following the birth.

The General Election didn’t generate the same volume of reactive advertising, but there were some interesting moments from a brand point of view.

One trend in particular tickled me – #DogsAtPollingStations. Despite the very earnest campaigning that was going on (not to mention the endless ‘I voted; Facebook posts), there was still time for cute animal pictures.

Apparently many of the dogs were turned away and were unable to vote. What ever happened to equal opportunities?

UKIP – who suffered several disappointing results in the general election – attempted to stir up some Twitter publicity with their #WhyImVotingUKIP hashtag. However, instead of people discussing the manifesto they chose to mock Farage and his proposals.

It wasn’t quite as big a hastag fail as #susanalbumparty but a backlash was surely to be expected?

Finally, #VotingMatters – a campaign slogan that dates back to Thatcher has been ringing in all of our ears for the past few weeks. People have taken to social media sites to express the importance of voting and rightly so.

One lady present throughout conversations was Emily Pankhurst who devoted her life to women’s suffrage. This trend ties perfectly with the hashtag #EmilyMatters which was also a front running trend in the run up to the election.

]]>The great work that MBA have done throughout the past 12 months has been rewarded with a huge haul of nominations at the 2015 Festival of Media Global Awards.

Seven offices from around the world have been nominated for a combined total of 35 awards across 17 separate categories.

The UK have been honoured for their work with, amongst others, Lucozade and Bose. Australia have followed their recent award success with nominations for their Devious Maid and Your Future is Not Pretty activations, while the USA are being honoured for their work with Pennzoil and Revlon.

Norway and Germany’s work for Volkswagen have seen them pick up nominations, while India and China are up for their work with Gillette and Head & Shoulders respectively.

MBA Global Head, James Morris, said: “The most impressive thing about these nominations is how they come, not from a select few markets, but from markets around the world.

“The creativity and innovation shown by our teams has been fantastic.

“It shows how our ability to strategically integrate content across the globe is helping our clients. It’s even more encouraging as all this work came as a result of MediaCom’s repositioning as a Content + Connections agency.”

]]>http://mediacombeyondadvertising.com/festival-media-global-awards-2015-mediacom-gets-35-nominations/feed/0MBA launches GSK’s first brand-focused media partnershiphttp://mediacombeyondadvertising.com/mba-launches-gsks-first-brand-focused-media-partnership/
http://mediacombeyondadvertising.com/mba-launches-gsks-first-brand-focused-media-partnership/#respondWed, 15 Apr 2015 15:05:23 +0000http://mediacombeyondadvertising.com/?p=1939A reputation study highlighted that there is more to do for GSK to demonstrate its ‘citizenship’ attributes – people judge brands less by what they say, but by what they do...

]]>To increase awareness and shift perception around GSK’s master-brand, we needed to challenge the stereotypes of big pharmaceutical companies and promote their positive work with Save the Children and the development of the Malaria vaccine.

We wanted to start conversations around key health topics and the perfect time to do so was to release content in the run up to World Health Day, when relevant issues are promoted on a global stage.

Finding sustainable healthcare solutions to stop preventable children’s deaths in partnership with STC and being a global leader in Malaria vaccine development with not for profit pricing, provided a huge amount of stimulus to tell powerful stories and we needed a media partner with enough clout and credibility to do this work justice.

The Guardian provided a great platform for us to partner with, since the Bill & Melinda Gates Foundation had already previously approached them to set up a Global Development section of the site. By creating and distributing Guardian-led editorial through a bespoke hub site, it meant that GSK could be present in places where the informed public already consume their media.

The Guardian editorial are providing depth and context to the GSK subject matters in the form of focused diary pieces, reports, infographics, Live Q&A sessions, an 8-page print supplement and live seminar which will be released over the next few months.

GSK were also able to provide credible brand ambassadors to feature in the content such as Dr Joe Cohen, one of the inventors of the Malaria vaccine and Dr Elizabeth Molyneux, who invented the baby bubble, a device that won last year’s HealthCare Innovation Award.

Check out the content hub here and find out how GSK is making a change.

Follow @weareMBA on Twitter for more news and information on the work we do

]]>http://mediacombeyondadvertising.com/mba-launches-gsks-first-brand-focused-media-partnership/feed/0The Salon Revisited: the key insights from our SXSW fringe eventhttp://mediacombeyondadvertising.com/salon-revisited-key-insights-sxsw-fringe-event/
http://mediacombeyondadvertising.com/salon-revisited-key-insights-sxsw-fringe-event/#respondThu, 09 Apr 2015 11:05:24 +0000http://mediacombeyondadvertising.com/?p=1928After leaving Texas and getting used to life without a steady stream of brilliant presentations and barbecued food, we put together this piece that reveals the key insights from our two days at The Salon. Watch the highlights from Austin to see how we can help shape your brand's content strategy and why we're doing all again next year...

]]>The post The Salon Revisited: the key insights from our SXSW fringe event appeared first on Mediacom.
]]>http://mediacombeyondadvertising.com/salon-revisited-key-insights-sxsw-fringe-event/feed/0MBA Australia bag two awards at the Festival of Media Asia Pacifichttp://mediacombeyondadvertising.com/mba-australia-bag-two-awards-festival-media-asia-pacific/
http://mediacombeyondadvertising.com/mba-australia-bag-two-awards-festival-media-asia-pacific/#commentsFri, 27 Mar 2015 10:19:08 +0000http://mediacombeyondadvertising.com/?p=1904Following a brilliant 2014 in Australia, MBA have begun 2015 where we left off by winning two awards for our work with Queensland Heath and beyondblue…

]]>MBA Australia have been awarded gold and bronze awards at the Festival of Media Asia Pacific for two brilliant national behaviour changing campaigns.

We won gold for Best Experiential Campaign, for our work with Queensland Health on their ‘Your Future is Not Pretty’ campaign, while the bronze was claimed for ‘Man Therapy’ with beyondblue in the Utility/Public Service Award category.

‘Your Future is Not Pretty’ focused on make-unders. It showed the future ugliness of smoking and aimed to get vanity-driven teens to not only quit smoking, but to never light up.

Meanwhile, beyondblue’s ‘Man Therapy’, campaign gave Australian men a resource to help them with any problems and to set them straight on the realities of depression and suicide.

Executive Creative Director and Head of MBA, Gemma Hunter, said: “We’re delighted to have won at FOMA.

“Working with clients such as beyondblue and Queensland government on behaviour change campaigns that will have a positive impact on people’s lives is very fulfilling.

“It really shows that great content is the most powerful way to communicate with audiences.”

Follow @weareMBA on Twitter for more news and information on the work we do

]]>The post The Salon: day two highlights featuring Sir Martin Sorrell, Alex Da Kid and more appeared first on Mediacom.
]]>http://mediacombeyondadvertising.com/salon-day-two-highlights-featuring-sir-martin-sorrell-alex-da-kid/feed/0The Salon: highlights from day one with Dazed, Spotify, Vice and Yahoo!http://mediacombeyondadvertising.com/highlights-day-one-salon-dazed-spotify-vice-yahoo/
http://mediacombeyondadvertising.com/highlights-day-one-salon-dazed-spotify-vice-yahoo/#respondFri, 20 Mar 2015 12:27:23 +0000http://mediacombeyondadvertising.com/?p=1863Check out some of the best moments from day one at The Salon, where Dazed co-founder Jefferson Hack and Spotify's Jeff Levick (amongst others) reveal their thoughts on authenticity, collaboration and the art of storytelling...

]]>Shia LaBeouf is transmitting his heartbeat as part of a metamodern performance art piece entitled #FOLLOWMYHEART for every moment of SXSW.

Using technology pioneered by pplkpr, he will roam the interactive Texan festival with his collaborators Nastja Säde Rönkkö and Luke Turner on a quest to break down the emotive walls between digital culture, Hollywood and real life. At every step the public will be able to log on to FOLLOW-MY-HEART.NET to watch and listen to every single murmur, throb and cardiac pulse he experiences.

The metamodernist art trio will be at The Salon to talk to Dazed Magazine’s Editor-in-Chief Tim Noakes about their collaborative art practice and the convergence of live performance art, social networking and digital publishing in a metamodern age.

When people say, “listen to your heart”, they are urging us to tune in to the loving side of our selves; the imaginative, the intuitive, the compassionate, the inner wisdom we all possess. They are telling us to listen to our passion.

As we roam the SXSW festival, the data of my heart will roam the networks, transmitted live at FOLLOW-MY-HEART.NET for us to follow together in real time for the duration. With our physical distance collapsed by the networks, that innermost and most intimate of rhythms will be rendered immediate on our digital screens.

Like cats have whiskers, we too are born with a guidance system: our heart. It is our inner GPS, our map, and our guide. It promises to lead us down the path of maximum fulfillment. If you #FOLLOWMYHEART, it may lead to yours.

]]>http://mediacombeyondadvertising.com/today-stage-salon-shia-labeouf-nastja-sade-ronkko-luke-turner-present-followmyheart/feed/0The Salon: why all of our clients will benefit from our SXSW fringe eventhttp://mediacombeyondadvertising.com/salon-clients-will-benefit-sxsw-fringe-event/
http://mediacombeyondadvertising.com/salon-clients-will-benefit-sxsw-fringe-event/#respondFri, 13 Mar 2015 17:36:29 +0000http://mediacombeyondadvertising.com/?p=1838The Salon will showcase work from world-class innovators and creatives – here’s why what we do in Texas matters to every single one of the brands we work with

]]>Just as an advertising campaign is no longer only a 30-second TV ad, events are no longer a gathering of a few select guests, designed to create some extra buzz for a brand – they are vehicles for great content to be produced and be shared far beyond the guest list.

Which is why The Salon – our fringe event at the SXSW Festival – has been set up to showcase to all of our clients the cutting-edge content currently being produced and how it can help brands stand out in an increasingly cluttered world.

Along with regular Twitter updates (follow #TheSalonMBA) and Instagram posts, we will be filming all of the key sessions to share on our blog and YouTube, while Yahoo! will also be presenting highlights from across the wider SXSW event.

As we have already mentioned, one of the main purposes of this event is show how we do things rather than why we do them, but it is also important to address the challenges we – and the industry as a whole – face and how we will overcome them.

We will look at how brands, while not publishers themselves, can learn from that industry and implement certain elements into their own business.

We will discuss how new advances technology can be utilised in the best possible way – not as a quick-win gimmick, but as an integral part of a brand’s advertising strategy.

And we will show how, as a Content + Connections agency, content now needs to be designed for the channels it will be distributed on.

But, most importantly of all, we will show how nothing can be a great success without great ideas that result in creating the right message, to the right audience at the right time.

We’re looking forward to sharing what we learn with you.

Follow @weareMBA on Twitter for more news and information on The Salon

We are now quickly approaching the opening of ‘The Salon‘ in Austin, Texas – the conference hub we are hosting for clients, against the backdrop of SXSW.

To align with our work out in Texas, we thought our website needed a bit of a re-fresh to make it more dynamic, more responsive and, most importantly, to showcase our content from across our growing global MBA network. The content on our new site will range from our favourite client work, to our thoughts and opinions on the world of content and our latest news.

Again, we did this in house (many thanks to our team – especially Rob and Mike) and in a very short amount of time.

]]>http://mediacombeyondadvertising.com/james-morris-welcome-new-look-mba-site/feed/0Sony Mobile partnership with Time Out and The Guardian challenges you to ‘Run Your Way’http://mediacombeyondadvertising.com/sony-mobile-partnership-time-guardian-challenges-run-way/
http://mediacombeyondadvertising.com/sony-mobile-partnership-time-guardian-challenges-run-way/#commentsFri, 06 Mar 2015 10:17:46 +0000http://mediacombeyondadvertising.com/?p=1783To promote the latest Xperia™ Z3 phone and smartwear, with serious credentials around assisting your fitness goals, MediaCom Beyond Advertising put together a unique three way partnership between Time Out and The Guardian that heroes amazing running journeys which are better in low light.

The superior camera functionality was one of the key product attributes that we needed to promote so Time Out were the perfect events partner that we needed. They teamed up with Run Dem Crew to organise three dedicated London runs that make it as easy as possible for people to get out and keep fit. We wanted to help people run with fellow Londoners, celebrate the city in different and exciting ways and most importantly have fun, all with the help of the Xperia Z3 and Sony’s SmartWear range of wearable tech.

For our first Icon to Icon Run sixty people joined us for the 9km run starting and ending at Shutterbug in Shoreditch, following a route devised by Run Dem Crew to take in some of the city’s best loved sights. We invited runners to upload their own pictures taken en route using the hashtag #SonyRunYourWay and the runner who took the best photo won their very own Xperia Z3 from Sony Mobile. Photos entered were also featured on the content hub page within Time Out.

Coming up next week is the Morning Rave Run where you can download a Spotify playlist to listen to as you run, and stand out from the grey commuter crowd with glowsticks and brightly coloured running gear. The run ends with a dash through Leake Street graffiti tunnel, finishing up at The Vaults underneath Waterloo station for a well-deserved breakfast with live DJs to kick-start your day.

To finish, the City Lights Run will take you from Trinity Buoy Wharf to follows the Thames Path to the Greenwich Foot Tunnel, past the Cutty Sark, through Greenwich Park and up to the Royal Observatory, to take in the splendid vista of London at dusk and reflect on a run well done. Runners will then have after-hours access to the Royal Observatory and a chance to enjoy a private view of its Time & Longitude gallery. Given that time is at the heart of our training, this is the perfect place to complete our Run Your Way mission.

Supporting running content was also produced by The Guardian to widen our reach and enable Sony Mobile to benefit from their credible and established fitness section. This also helped promote the Time Out events through print and online in a dedicated content hub.

]]>http://mediacombeyondadvertising.com/sony-mobile-partnership-time-guardian-challenges-run-way/feed/1MBA and SXSW: demystifying content and taking our own advicehttp://mediacombeyondadvertising.com/mba-sxsw-demystifying-content-taking-advice/
http://mediacombeyondadvertising.com/mba-sxsw-demystifying-content-taking-advice/#commentsFri, 06 Mar 2015 10:17:30 +0000http://mediacombeyondadvertising.com/?p=1320MediaCom Beyond Advertising is taking up residency at the SXSW Festival in Austin this March, with an innovative series of presentations and performances.

]]>The Texas-based event celebrates the best in creativity across music, film and technology and is the perfect place for MBA to show our clients – and the rest of the advertising world – what our core beliefs are and how our work will help brands get their message across in the most creative and memorable ways possible.

MBA has taken over the historic Laguna Gloria estate just outside down town Austin to create a unique space for clients to immerse themselves in inspiring conversations, interactive screenings and creative live performances from influential figures such as artist Tom Sachs, musician and producer Alex Da Kid and Dazed co-founder, Jefferson Hack – as well as leading Hollywood talent.

However, the purpose of the four-day takeover isn’t to dazzle with big names or over-indulge in Texan hospitality.

The advertising industry as a whole has spent the past five years telling anyone who will listen about why content is important.

Now it’s time to show people how – how do we create content? How do creative partnerships work? How will content work for you?

We will be taking our own advice with a series of short, sharp sessions to demystify the content creation process, explain how a ‘one-size fits all’ approach to content is counterproductive and explain in robust terms how we can drive tangible benefits for your brand.

MBA Global Head, James Morris, will be in attendance to answer any questions attendees have relating to our work, while the keynote speakers will also be on hand to provide further insight to clients.

It promises to be a truly inspirational few days.

Follow @weareMBA on Twitter for more news and information on The Salon

]]>http://mediacombeyondadvertising.com/mba-sxsw-demystifying-content-taking-advice/feed/3Content creationhttp://mediacombeyondadvertising.com/content-creation/
http://mediacombeyondadvertising.com/content-creation/#respondThu, 05 Mar 2015 10:16:58 +0000http://mediacombeyondadvertising.com/?p=1742We’re no longer a team of single discipline experts sitting in silos in linear work streams, but a growing team of world-class creators, writers, producers and coders with multi-disciplinary backgrounds, collaborating and innovating in everything we do.

We are multi-platform creators, producing great content and taking it to where our audience is.

]]>The post Content creation appeared first on Mediacom.
]]>http://mediacombeyondadvertising.com/content-creation/feed/0MBA Australia uses real life stories to show the ‘transformative’ effects of a Princess Cruisehttp://mediacombeyondadvertising.com/mba-australia-uses-real-life-stories-show-transformative-effects-princess-cruise/
http://mediacombeyondadvertising.com/mba-australia-uses-real-life-stories-show-transformative-effects-princess-cruise/#respondWed, 18 Feb 2015 16:11:05 +0000http://mediacombeyondadvertising.com/?p=1185Real life passenger stories of friendship, family life and major life events are at the centre of MediaCom Beyond Advertising Australia’s latest campaign for Princess Cruises.

It’s the first Australian-produced campaign for the brand and has been developed in conjunction with Parliament Films. It takes last year’s ‘Come Back New’ campaign and transforms it with a series of online videos highlighting the inspirational and rejuvenating aspects of a Princess Cruise.

Speaking to Campaign Brief, Executive Creative Director & Head of MBA Australia, Gemma Hunter, said: “At MBA we love to get to the heart of a story and enable the viewer to really feel the raw emotion of those we are spending time with on screen.

“These beautiful films let you inside the lives of families and long-term, strong friendships, showing how time spent together with Princess Cruises is truly transformational.”

The three videos currently available show old friends Vince and Bob renewing their friendship while discovering New Zealand, the Ryan family celebrating the 50th birthday of Jeff with Balinese locals, and Gary and Michelle creating some great new memories as part of their 28th wedding anniversary celebrations.

The series is part of an overall strategy from Princess Cruises to show the transformative effects that time spent with friends and loved-ones on the open seas can have on both individuals and families.

The three part series will be rolled out across social media and digital platforms until March 31st 2015.

]]>http://mediacombeyondadvertising.com/mba-australia-uses-real-life-stories-show-transformative-effects-princess-cruise/feed/0E.ON Winter Living – A partnership with Sarah Beenyhttp://mediacombeyondadvertising.com/eon-winter-living/
http://mediacombeyondadvertising.com/eon-winter-living/#respondMon, 02 Feb 2015 15:07:32 +0000http://mediacombeyondadvertising.com/?p=1128E.ON Energy needed to show consumers that they were ‘on it’ and ‘genuinely helpful’ around everyday life and not just energy usage...

We knew we couldn’t just rely on E.ON saying this to get the message across, so MediaCom Beyond Advertising created a unique, three way partnership between E.ON, The Sun (in print) and MSN (online), with home expert Sarah Beeny as the face of our campaign.

The media partners and Sarah helped us create more than 30 pieces of engaging content featuring handy lifestyle tips for ‘winter living’, all of which are collated in an E.ON branded content hub within MSN. They included Sarah’s professional advice, as well as MSN winter tips, expert videos and insight from the ‘faces of E.ON’, to back everything up with credible proof points.

Content covered a wide variety of topics such as advice around moving house, how to deal with a new baby, having a stress-free Christmas and winter proofing your home.

As the face of the campaign, Sarah featured across E.ON’s print advertorials in The Sun and on the digital content hub. Digital features were supported strongly by MSN’s editorial team, with articles receiving huge amounts of organic homepage promotion, as well as tweets from The Sun.

To support our Christmas features, E.ON also achieved massive engagement levels by offering John Lewis hampers to three lucky competition winners, achieving over 3,700 entries.

Readers have also been given the chance to have their questions answered personally by Sarah and were encouraged to submit these via the content hub. We received over 50 responses within a week and Sarah picked out three questions to respond to where she could provide specialist expertise.

Her answers have now published on a page within MSN and a tweet was sent out to Sarah’s 120,000 followers to encourage people to check out the advice.

Look out for E.ON and Sarah’s latest tips and advice on having great family fun at half term, coming soon!

]]>http://mediacombeyondadvertising.com/eon-winter-living/feed/0Authenticity – the key to great music and brand partnershipshttp://mediacombeyondadvertising.com/authenticity-key-great-music-brand-partnerships/
http://mediacombeyondadvertising.com/authenticity-key-great-music-brand-partnerships/#respondFri, 30 Jan 2015 12:22:44 +0000http://mediacombeyondadvertising.com/?p=1100We met up with Boiler Room's Blaise Belville at Protein's Music Forum where key themes such as authenticity were explored.

A packed, steamy room in Shoreditch was the scene for the latest edition of Protein‘s Forum, which this month was based around ‘music disruption.’

The event was framed around three key factors that disrupted the traditional music industry as we used to know it:

Engagement: With platforms such as Vevo, Boiler Room and entities such as the ICA figuring out new ways of making music more visual, consumers now expect to consume music through their eyes which is why artists’ music videos remain relevant in a ‘post-MTV’ world.

Accessibility: Like any means of content in the present day, we expect to access music at any time of the day and through any device we want – which is why streaming is quickly surpassing music ownership.

Experience: Consumers used to buy products, then they shifted to services and now they want to consume experiences. This couldn’t be more true for the music genre where audiences want to have a physical connection with their favourite artists and fellow fans.

What if those three elements could be combined into one music format? This, and the task of documenting the London underground scene, was the mission Boiler Room founder Blaise Belville set himself.

Blaise mentioned a series of realities and content principles which we felt in tune with us here at MediaCom Beyond Advertising:

In the digital landscape, audiences are fragmented and this manifests itself in niche pockets of interest and music genres which are the ones Boiler Room taps into.

They felt compelled to keep an archive of the London music scene for the future generations, acquiring the role MTV had in the 90s where they not only were documenting but curating the best music acts.

Millenials are constantly connected 24/7, they yearn for exhilarating experiences, even if they are portrayed digitally – as long as it’s compelling enough so they “feel like they are there.”

However, the key principle by which Boiler Room guides itself is authenticity. Their purpose is to bring the underground to the masses which is why they showcase artists who don’t have a platform.

They also allow them to create their sessions with creative freedom and finally the brand partners Boiler Room works with (including Ray Ban, Red Stripe and Red Bull) are carefully selected. Their audiences need to be the same as Boiler Room’s and, more importantly, they need to be ready to work on a partnership basis.

“We strengthen our relationship with 6 or 7 partners year on year to develop our creative platforms together,” said Belville.

This chimes true with our MBA offering where, for example, as a response to Bose’s brief of promoting their new True Sound™ headphones aimed at a younger audience, we worked in partnership with Universal Music to create an experience with critically acclaimed artist Ella Eyre, rather than just attach the brand to a mainstream pop act.

Boiler Room are constantly reacting to new trends and the hottest music acts – something that’s inspiring and completely in-tune with MBA’s desire for music and brand partnerships to be authentic and compelling.

Contact our Head of Events & Brand Partnerships, Emma Mainoo, to find out how MediaCom Beyond Advertising can create authentic events and content for your brand

“I’m confident that if we follow the US formula of 2014 – a commitment to strong leadership, great people, great work, and real collaboration with our clients, our media and content partners and the entire MediaCom network – we can look forward to even greater successes in the year ahead.”

While fashions change every season, the way catwalk shows were presented stayed the same for decades – but the recent advances in technology and social media means shows now have to be as fluid and adaptable as the designers themselves.

Nobody knows this better than INCA Productions’ founding partner and creative director, Charlotte Clark. Since she started INCA 16 years ago with her business partner Nina Ferguson, Charlotte has produced shows for many of the major fashion houses and showpiece events such as the British Fashion Awards, as well as working with MBA on projects including the BOSE Urban Conductoractivation

“Social media has completely changed the way we produce fashion events.” Said Charlotte.

“Everyone at the show – whether they’re the editor of a glossy fashion magazine or a guest with a twitter account – acts as blogger during the event.

“They post pictures and give their own interpretation on the show and, with an Instagram takeover now being as important as a Daily Mail front page splash, it’s more vital than ever that everyone has an amazing experience.”

“The events are now about combining hundreds of small ideas within the larger event to create something that looks and feels great from everywhere. We now have a full 360° approach.

Nik Thakkar, Creative Director at Ada + Nik and influential blogger, has experienced these changes from both the front row and behind the curtain.

“Major runway shows are now essentially catered primarily for social media and social influencers.” He says.

“Aside from important buyers, press which strong digital profiles are now strategically prioritised to the front row along with digital influencers. The trend was set over half a decade ago by Dolce & Gabbana and has evolved significantly since.

“At Ada + Nik, we became the first brand to capture the runway show experience in real-time from multiple different camera angles using Vyclone – a technology that is new and exciting for the fashion world.

“Instead of seeing one stagnant angle that is typical of live streams, viewers online got a more realistic idea of what it felt like to be at the show.”

However, while social media has been the catalyst for big advancements, there are some things that will never change.

“We think about social all the time when planning events,” added Charlotte. “The two things you absolutely need for an event to be a success are social media – and of course alcohol!”

]]>http://mediacombeyondadvertising.com/makes-great-fashion-event-champagne-social-media/feed/0Siemens – The Ultimate Dinner Partyhttp://mediacombeyondadvertising.com/siemens-ultimate-dinner-party/
http://mediacombeyondadvertising.com/siemens-ultimate-dinner-party/#commentsThu, 22 Jan 2015 14:15:47 +0000http://mediacombeyondadvertising.com/?p=1067Siemens set MediaCom Beyond Advertising the challenge of generating a campaign that could raise awareness of their innovative range of ‘intelligent’ cookware in the run up to Christmas.

We knew that the target audience have a real interest in culinary experiences and that tips on being the ultimate host would be engaging so, In response, we created a six –week campaign, featuring three engaging episodes, in partnership with The Times, starring Phillip Schofield, Gabby Logan and Alexander Armstrong.

To ensure that viewers were entertained, we ensured that content focused on the guests, the ‘intelligent’ conversation, the atmosphere and everything Pip, Gabs and Alex felt it took to create their Ultimate Dinner Party.

MediaCom Beyond Advertising managed the delivery and production of content, which seamlessly integrated Siemens products while creating delicious recipes. Working with partnered a credible editorial property that resonated with our audience was essential. We invited The Sunday Times along to shoots with recipe writers and photographers for them to capture their own content to then feature in print.

Each week The Sunday Times will include a double page spread featuring each of the celebrity’s perfect dinner parties, in a bid to inspire the Siemens audience who we know love entertaining at home.

The videos are all hosted on the Siemens YouTube channel, supported with a strong video seeding plan as well as support from the talent who are socially promoting the content across their channels.

]]>http://mediacombeyondadvertising.com/siemens-ultimate-dinner-party/feed/1Bose’s Urban Conductor and why brands are getting more ambitious with contenthttp://mediacombeyondadvertising.com/boses-urban-conductor-brands-getting-ambitious-content/
http://mediacombeyondadvertising.com/boses-urban-conductor-brands-getting-ambitious-content/#commentsFri, 16 Jan 2015 15:30:51 +0000http://mediacombeyondadvertising.com/?p=1056Emma Mainoo, Head of Events & Brand Partnerships at MediaCom Beyond Advertising, talks about her 2014 highlights and what to expect in the next 12 months...

It’s been an extremely interesting couple of years within experiential. Things such as 3D and – in the case of Bjorn Borg’s Northern Lights fashion show which I worked on in a previous role – 4D, have seen brands more open to experimenting with the latest technologies.

Interest in experimentation has allowed us to push harder to create truly innovative events. While technologically advanced experiential events might be beyond the budget of smaller clients, they’re definitely taking note of these developments which allows us to pitch increasingly ambitious concepts.

Multi-sensory experiences are things that are open to all brands regardless of their budget. Events where people are able to use their senses and really immerse themselves remain hugely effective in creating great moments for people and brands.

Events are content. Content isn’t just YouTube videos or a Tweet, events are the fuel for connections and a central part of MediaCom Beyond Advertising’s new 20|20 Connections philosophy.

The work we did with Bose in 2014 is a great example of this. We were given an experiential brief but it quickly became obvious that it was much more than that and we produced a connected response that went far beyond one event.

The Bose activation really showed what MediaCom Beyond Advertising is capable of. Bose wanted to promote their new True Sound™ headphones aimed at a younger audience than many of their previous products. Rather than just attach the brand to a platinum-selling hip hop act, we teamed up with a new critically acclaimed artist, Ella Eyre, to create some amazing content through live moments.

It was attended by the likes of Jack Whitehall, Natalie Dormer and big-name vloggers such as Jim Chapman. It received great coverage (Jim tweeted about it to his one million followers) and it was an incredible night – I’ve never heard the word ‘goosebumps’ mentioned more in relation to an event.

We followed this with another event in Shoreditch called Urban Conductor. Ella performed live again and we provided facilities for members of the public to remix Pompeii themselves and experience the quality of the Bose products first hand.

The next 12 months promises to be just as exciting. I think we’ll see a continuation of brands willing to experiment and push boundaries. Conversely, things such as Selfridge’s Silence Room (part of their ‘No Noise’ campaign) offers an interesting alternative to the bombardment of messages we get, while brands engaging with experimental music and molecular gastronomy will continue to grow.

]]>http://mediacombeyondadvertising.com/boses-urban-conductor-brands-getting-ambitious-content/feed/2Why 2015 will be the year of content… with measurable resultshttp://mediacombeyondadvertising.com/2015-will-year-content-measurable-results/
http://mediacombeyondadvertising.com/2015-will-year-content-measurable-results/#respondFri, 09 Jan 2015 11:38:37 +0000http://mediacombeyondadvertising.com/?p=1039MediaCom Beyond Advertising Global Head, James Morris, explains why content in 2015 needs to deliver on both creativity and results

As content continues to reign as king, brands are increasingly asking agencies for conclusive ways to measure the success of content marketing – and it’s somethingMediaCom Beyond Advertising has been working hard to define.

Brands are producing more and more content and, with 2015 poised to be the ‘year of content’, having a great idea that stands out from the crowd remains the single most important element.

However, a connected approach to the smart distribution of the content is how a great idea reaches its full potential – and delivers results for brands.

It’s no longer enough for content to be a nice little extra for brands to engage with their audience, it needs to be at the centre of the planning process and needs to be fully accountable for the success or failure of campaigns.

It’s therefore important for brands and agencies to collaborate at the early planning stage and decide what constitutes success for the campaign and the content that is produced.

The success should be defined by real marketing objectives like driving awareness or sales rather than measuring the number of shares on social or click throughs – these cannot be the the only indicators of success.

We’re a Content + Connections agency – we produce great content and use it as the fuel to drive connected campaigns for our clients. This approach allows us to define and measure against hard business metrics and provide our clients with the best possible offering.

]]>http://mediacombeyondadvertising.com/2015-will-year-content-measurable-results/feed/0Tom Curtis: why ‘Content + Connections’ will make 2015 the best year yet for MBA UKhttp://mediacombeyondadvertising.com/tom-curtis-head-mediacom-beyond-advertising-uk-speaks-weve-changed-last-year-content-connections-important-us-clients/
http://mediacombeyondadvertising.com/tom-curtis-head-mediacom-beyond-advertising-uk-speaks-weve-changed-last-year-content-connections-important-us-clients/#respondWed, 07 Jan 2015 16:56:07 +0000http://mediacombeyondadvertising.com/?p=1016Tom Curtis, Head of MediaCom Beyond Advertising UK, speaks about how we’ve changed in the last year and why ‘Content + Connections’ are so important for us and our clients

MediaCom’s repositioning as the Content + Connections agency has been huge for MediaCom Beyond Advertising

We started seeing a change almost immediately. Great content is critical to a campaign’s success and our ability to create and distribute that content hasn’t changed. What has changed is the impact our recognition and understanding has had – and in turn the understanding of our clients – on how and why one piece of content must relate to, and is designed to affect, another piece of content. This means that the strategy and execution of our content in a connected system is different to the strategy and execution of content in a world of silos. No longer do we develop content ideas in isolation. We need to know, and be able to justify, how those ideas work across all areas of MBA – be it social, SEO, partnerships etc.

MBA is now being involved much earlier in the briefing and planning process

And that’s also because of Content + Connections. To create a brilliant Content + Connections strategy you need your communications and content strategies working as one. But let’s remember that in the world of Content + Connections ‘content’ isn’t just the excellent work we do in MediaCom Beyond Advertising. In Content + Connections ‘content’ also includes more traditional forms of advertising. But what’s crucial is that traditional advertising (a 30 second spot for example) must also be part of a connected system that includes owned and earned media, which are MBA’s heartland.

Being involved early is making a huge difference to the scale and quality of the work we produce. Campaigns such as the Bose Urban Conductor saw us conceiving, producing and distributing an end-to-end content campaign in which practically every function of MBA played a part.

Our aim is that our content inspires, informs and involves and this is something our clients are now really buying into. But it is the strategy behind our content that must determine which pieces of content should focus on which of the 3 ‘i’s. It is rare for one piece of content to achieve all three.

Partnerships have become a key part of what we do

In fact, if considered by its loosest definition, most projects we undertake include some form of partnership, be it with a media owner partner, a production partner or a distribution partner.

We approach content creation by first developing an integrated content idea and then determine the best way to deliver it. This could result in original content production or in partnership production. But sometimes these two approaches cross paths and the Siemens project with the Times, launched late in the year, is a good example of that. In that instance we devised an idea of inviting celebrities to come up with a fantasy guest list for their ultimate dinner party and then talk us through the menu as they prepared their food using a range of Siemens kitchen appliances. We went on to produce the videos ourselves, arranged the talent directly with their agents (our videos featured Phillip Schofield, Gabby Logan and Alexander Armstrong). We then worked with the Times on a supporting advertorial partnership and on distribution, benefiting from the reach and influence the Times was able to provide.

Our clients are really starting to appreciate the importance of quality content

What’s more, a lot of our clients – particularly the larger ones – are devoting more and more of their budget to creating exciting, original content or partnerships with credible publications and websites. In most cases, no longer are we just playing with the 10% innovation pot.

We’ve also spent a lot of time developing close relationships with digital influencers

It means we’re able to amplify our work effectively to millions of potential customers through people they trust and who give authenticity to the messages. And as we know, in this arena success only comes if the message is authentic. The likes of Jim Chapman and Tanya Burr gave our Bose Urban Conductor campaign a huge boost, while the launch of the campaign was also attended by TV actors, presenters and industry A-listers – but only those who were relevant to the product and the brand.

It’s been a big year for me personally

I’ve stepped away from the role of Creative Director to become the Head of MediaCom Beyond Advertising UK. This has been a big change for me and not just because I’ve replaced my big powerful MacBook Pro with a slim, easy-to-carry MacBook Air. My change in role has allowed me to take a step back and refocus myself and the team on a new approach for 2015. In the UK we are adopting the new global MBA positioning and structuring ourselves around content strategy, content creation and content distribution. In the past we were a little more siloed than that – with functions such as social, partnerships, events etc all as separate teams and all working independently of each other on some projects and together on others. Collaboration is the name of the game in 2015, not just within MBA itself but also with our colleagues in the rest of MediaCom.

Another benefit of now running the team is that by already managing a bunch of hugely talented people, I have been able to identify where the opportunities are to add to our workforce in a really positive way.

I’m now focused on building an even better team and making sure people are fulfilling their potential within in the right roles

It’s been a great few years but with everything now in place to grow and to produce even better and increasingly ambitious work, 2015 should be the best year yet for MediaCom Beyond Advertising UK.

]]>http://mediacombeyondadvertising.com/tom-curtis-head-mediacom-beyond-advertising-uk-speaks-weve-changed-last-year-content-connections-important-us-clients/feed/0‘Three Things’ with James Morris: the Cristal Festival, the future of content and Christmas shoppinghttp://mediacombeyondadvertising.com/three-things-mba-global-head-james-morris/
http://mediacombeyondadvertising.com/three-things-mba-global-head-james-morris/#respondTue, 23 Dec 2014 10:05:40 +0000http://mediacombeyondadvertising.com/?p=1005James Morris takes us through the three things that have been occupying his mind this week – including our four awards at the Cristal Festival and last minute Christmas shopping…

MBA Australia won Cristal (gold) in the ‘Best Film, Series or Non-Fiction Program’ category for their work on Air Rescue with Westpac Banking Group. They also bagged a Sapphire (silver) for the Your Future is Not Pretty campaign with Queensland Government in the ‘Best Use or Integration of Experiential Events’ category.

MBA Global Head, James Morris said: “The scale and the quality of the entries this year was amazing so, to come away as the most-awarded agency with four different projects winning, is a great achievement.

“It was a combination of two things that made the winning entries stand out from the rest – the excellence of the initial idea and the ability to activate that idea effectively.”

“MBA Australia’s work with Westpac Banking Group showed why you can’t have one without the other.”

“The big idea was to create a documentary series telling the individual stories of people who work for, and have been helped by, the Westpac-funded air ambulance. It was a great idea but it was the execution – the highly emotive and beautifully crafted storytelling in the series – that raised it to another level.”

“Similarly, our work with Bose, Pennzoil and the Queensland Government saw great initial ideas that aimed to inspire, inform and involve, executed in imaginative ways that not only delivered entertainment for the audience, but big results for our clients.”

As a judge on the Cristal Festival panel, James also had plenty of praise for other campaigns that came away with awards.

“Leo Burnett’s campaign to highlight corruption in Lebannon (Stop the Shop) tackled a really tough issue in a hugely imaginative and engaging way,” he added.

“Similarly, their #LikeAGirl work for Proctor & Gamble tapped into a huge concern – the sexism that still persists around the world – and delivered a campaign that addressed a complex issue in memorable and, ultimately, optimistic way.”

“The whole festival was a great showcase for highlighting exactly why quality, engaging content is becoming increasingly important for brands.”

The brief was simply to create shareable content that could demonstrate the Sony Xperia Z3’s key features such as the innovative, low -light enhancing camera.

Our idea

We decided to inspire a youth audience with an exciting travel series that would shine a light on hidden gems in well known cities.

We enlisted Antoine, an ‘Urban Guide’, who had been recruited during the World Cup for Sony Mobile and we also partnered with Melty, an influential source for lifestyle news amongst a 15-35 year old audience, to produce and distribute exclusive content entirely shot with the Sony Xperia Z3.

Melty were able to provide talent to be Urban Ambassadors, who would travel with Antoine our Urban Guide.

The series followed Antoine and various artists as they discovered Paris, Marseille and Lyon in an inclusive way. All cities were brought to life across 12 videos and 20 images through pictures, all taken with the Xperia Z3.

The audience have been able to interact with the campaign, which is still live, by entering competition to attend a live gig featuring Sony Music artist, at one featured ‘secret’ location, plus competitions encouraging people to share and discover their hidden cities.

]]>http://mediacombeyondadvertising.com/sony-urban-z3xplorer-mediacom-beyond-advertising-france-2/feed/0What will the world of content look like in 2015?http://mediacombeyondadvertising.com/what-will-the-world-of-content-look-like-in-2015-2/
http://mediacombeyondadvertising.com/what-will-the-world-of-content-look-like-in-2015-2/#commentsFri, 12 Dec 2014 16:11:23 +0000http://mediacombeyondadvertising.com/?p=964If there is one thing that seems even more apparent to me, for each year that I have spent in the world of communication, it is that the most important survival technique is to be able to expect the unexpected and to be able to adapt to the change.

We currently operate MBA across 22 markets in the EMEA region and there are huge differences across the markets in terms of culture and technological advancement, but what I have learned is that the similarities are greater than the differences when it comes to the kind of challenges brought to our teams by the changing communication landscape.

The continued rise of video

Even though we strive to deliver an integrated approach to content marketing, applying all types of content across campaigns, we cannot ignore the continued rise and evolution of video and the eco system that ensures that it reaches the right people at the right time.

In 2014 Facebook heavily impacted the landscape through the improved development of their video product and this change will only become more apparent in 2015. Next year we will really realise what the individual benefits of the different platforms to a greater extent. YouTube and Facebook will continue to deliver scale with Instagram and Twitter in the next tier alongside Vine and other platforms that will continue to challenge our ideas on what video is ‘supposed’ to look like.

This leads me to what is probably the biggest change for all of us working with commercial communication. From a creation standpoint what is determined as ‘good’ is changing by the minute. Take Facebook as an example – videos are placed in a crowded newsfeed, playing automatically when in screen, with no sound, and they are mainly consumed on mobile devices. Vine is another good example where you have a video length of 6 seconds that loops, again, mainly consumed on mobile devices. As a creative person these are now given formats when it comes to ideation.

To me, these changes are giving us exciting opportunities to create campaigns that are richer in content than ever before. This also allows us to deliver much more engaging story telling than ever before, as the process becomes much more adaptive and flexible.

Who defines ‘influence’?

Another great development that took the world by storm in 2014 was YouTuber stars becoming household names and materialising as leading influencers especially for the ever-desired youth segments.

Names like PewDiePie and Zoella became almost mainstream and my expectation for 2015 is that talent such as this will rise and evolve to garner more mainstream acceptance by brands as worthy alternatives to what used to be the pool of potential brand ambassadors. In other words, the celebrities, talent from the entertainment world and their representatives, will become more aware of being surpassed in the run for lucrative endorsement deals as the power to influence is really changing.

From a consumer perspective these new rules of engagement are great news, as the driving mechanic behind these tendencies is a greater level of authenticity, leading to more intimate identification between brand and consumer and therefore quality of brand engagement.

Brands are increasingly realising that if they want to participate in the content game they need to be ambitious and produce work of the highest standard, otherwise the chances are that you will be ignored.

As we are closing 2014, what I know about 2015 is things will change and I believe it will change for the better for the consumer which for us as passionate creative means we get to operate a communication system that is more than ever dependant on content and connections to operate and that is not only challenging but also fun.

The spectacular pool at London’s Haymarket Hotel was transformed to an Ibiza style pool party, to demonstrate the key product features of the new Z3 Compact; specifically the waterproof, long battery life and superior camera.

The waterproof features were tested and brought to life in the poolside arena, as the ‘Aquabatix’ incorporated the Z3 compact into beste online casino their vibrant underwater dance routines. Phones were also suspended in ‘Selfie’ goldfish bowls, allowing guests such as Stooshe, Thom Evans, Donna Air and Zoe Hardman to playfully interact with the Z3 compact.

The Made in Chelsea cast partied with bloggers, journalists, music, sport and style stars, as cast member Alex Mytton took to the decks, followed by style blogger and DJ Bip Ling.

It’s been 15 years since electronic music superstar Moby launched his seminal album PLAY. Anyone aged 30 and upwards would remember the impact that ‘Porcelain’ and ‘Why Does My Heart Feel So Bad’ had in their lives.

So when we had to launch Sony’s latest innovation of high resolution audio, it was fitting to feature Moby in a partnership with iconic UK music publications Mojo and Q. It was a strategic move that we took to reinforce Sony as the pioneer in sound and position the brand as the leader in high resolution audio.

Together with Mojo and Q, we created a film that captured the essence of Moby and expressed his passion for music and technology:
“My goal as a musician is to make music that I love, and hopefully, in the process, make music that people love as well… If someone is willing to make the effort to listen to the music that I’ve made through a platform that respects the music more, that’s of course really gratifying.”